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How soon to start marketing?

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I've got this project that I'd like to become a real thing. I'd say it's about 1/2 in the development process. Important core mechanics are there but it needs more content and stuff like more advanced AI and lots of tweaking. But, visually, I'm pretty confident that it will look no different at the end of the project so people would recognize it even if the gameplay changes a lot. Let's say the game would be done a year from now, is 1 year too far for people to know of the game? I know of games that weren't shown a month before release and others would have a trailer shown years from release. First, how soon should I start sharing media of the game? And how soon should I start marketing to the public?

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