I need some publishing advice. I've been working on this project and I really like the way it turned out. I have a few months and need a few more to finish it up.
Promotion is just another word - more or less - for paid engagement. Steam is 100 bucks for the price of entry, if you make that much, you get the $100 back. It's a bet you make against Gabe that your game will make at least that much money. I've heard anecdotally that itch.io doesn't get much attention except for porn; but from what I've heard, game demos on
https://gamejolt.com/ with a link to your steam page can drive engagement.
Do some market research, find the subreddit/4chan general/hashtag for your genre, and just post it. Put together a list of 10-20 each of streamers and youtubers that play your genre, and shoot them an email with a free copy of your game. If there's one you like or whatever even send them some money to play it. At worst, your game gets passed over, but at best, someone picks it up and it gets in front of an audience. If it's in a specific niche, word of mouth will hopefully carry you from there. Sometimes a game doesn't find an audience, and that's life. But if you believe in your game and want it to be seen, getting it in front of as many eyes as possible is the way to find your players.
Set your expectations appropriately. Check out what other titles in your niche are selling for on sites like
https://games-stats.com/. Make your game sale-able, try looking at other steam titles critically in your niche and seeing how they sell themselves, you want to both blend in to signify your genre/tone and also stand out by showing what's exciting about your game. Look at good games to see what they do well, and bad games to see what they do poorly. This helps:
https://www.youtube.com/watch?v=fATEHq4Zv_Y.
You want your game to stand the shelf test. Steam is one gigantic game stop and your game is just one game on the shelf. Make your game stand out so that someone might
want to pick it up. As bad as it sounds, people do judge a book by its cover, so make your game's cover - its steam sale page, trailer, banner, title art, etc. look as good as it can. (Edit: Reworded - find the shittiest looking indie games you can on Steam, 5-10 of them. Make your game NOT look like that).
The hard part is over: you've made your game. Get it out there.