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#35 - Greg Lee: The Baby in Yellow: How an Indie Game Hit 300M Downloads Without a Marketing Budget
Discover how The Baby in Yellow, an indie horror game born from a game jam, exploded to over 300 million downloads — without any marketing budget or VC funding.
In this episode, Greg Lee, co-founder of Team Terrible, shares how content creators, viral design strategies, and long-term thinking helped them turn a side project into a global hit.
From leaving Rockstar to building a 12-person indie studio, Greg dives deep into:
- The early days of viral traction
- Designing for shareability and YouTube
- Monetization without selling out
- Building a passionate fanbase
- Advice for aspiring indie…
The skinny
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