Real tips to create a great press kit for your indie game.
So, you’ve crafted an indie game that’s ready to dazzle the world. Congratulations! But before you pop the champagne, or a white monster, there’s a crucial step to ensure your masterpiece gets the attention it deserves: creating a stellar press kit. Also, think of it as your game’s dating profile for journalists, influencers, and content creators. A well-assembled press kit can be the difference between your game being the talk of the town or getting lost in the digital abyss. Let’s dive into the essentials of crafting a press kit that makes headlines.
Why Bother with a Press Kit?
Imagine you’re a journalist sifting through countless emails, each clamoring for attention. A comprehensive press kit is your golden ticket to standing out. It provides all the juicy details about your game in one neat package, making it easier for the media to cover your story. As noted by Frowns Marketing, “Having everything you need to know about your game in one place is incredibly useful.”
The Must-Haves of a Press Kit
Alright, let’s get down to brass tacks. Here’s what your press kit should include:
1. Game Overview
- Game Title: The name of your game. Keep it consistent across all platforms.
- Genre: Is it a puzzler, a platformer, or perhaps a hybrid?
- Platforms: Specify where your game will be available (e.g., PC, Mac, consoles).
- Release Date: When can players get their hands on it?
- Price: How much will it cost?
This section sets the stage, offering a snapshot of what your game is all about.
2. Compelling Game Description
Craft both a short and a long description of your game. The short version should be a snappy elevator pitch, while the long version delves deeper into the storyline, mechanics, and unique selling points. As highlighted by Acorn Games, “You can give a concise and detailed overview of your game, from a brief, engaging summary to a more detailed paragraph or two.”
3. Key Features
Bullet points are your friends here. Highlight what makes your game stand out:
- Innovative gameplay mechanics
- Stunning art style
- Unique soundtrack
- Multiplayer options
- Customization features
Think of this as your game’s highlight reel.
4. High-Quality Visuals
A picture is worth a thousand words, and in the gaming world, it’s worth even more.
- Screenshots: Provide a selection of high-resolution images showcasing different aspects of your game. Avoid menus and UI clutter. As advised by Pirate PR, “Pick the best ones: Show mechanics & USP!”
- Game Logo: Offer versions with and without backgrounds in various formats (PNG, SVG).
- Key Art: This is the poster child of your game. Ensure it’s eye-catching and representative.
This isn’t just pretty artwork; it’s press kit strategy done right.
Take a look at how a polished and expressive press kit image should look like – this is Love and Country by Guhuhu Games.
5. Trailers and Gameplay Videos
Videos bring your game to life.
- Teaser Trailer: A brief video to pique interest.
- Gameplay Footage: Show off the mechanics and feel of the game.
- B-Roll Footage: Unedited gameplay clips that media can use in their coverage.
Ensure these are available in high-quality formats and consider providing downloadable versions.
6. Developer Information
Humanize your game by sharing details about the team behind it.
- Studio Name: Your company’s name.
- Team Bios: Brief introductions to key team members.
- Contact Information: How can the press reach you? Include email addresses and social media handles.
As emphasized by Jaleo PR, “Your email (or your PR’s email), social media accounts and official website.”
7. Press Coverage and Testimonials
If you’ve received any press coverage or testimonials, flaunt them!
- Quotes: Positive remarks from journalists or influencers.
- Awards: Any accolades your game has garnered.
This builds credibility and shows that others are talking about your game.
8. Request a Review Copy
Make it easy for journalists and influencers to request a copy of your game for review purposes. As noted by Acorn Games, “This helps to facilitate the press, influencers, and content creators in requesting a game key or staying updated via the mailing list when the time comes.”
9. Technical Details: Don’t Skip the Specs
Sure, the visuals and narrative are important; but many journalists are hunting for concrete info to plug into their articles. This is where a neat little technical breakdown saves the day.
- Supported Platforms: PC, Mac, consoles, Steam Deck; be specific.
- Release Window: Exact date if you have it; quarter or year if you don’t.
- Pricing Model: Free-to-play, premium, early access, etc.
- Languages: Don’t assume everyone speaks English. Highlight localization.
These details help the press, streamers, and fans quickly understand where and how they can experience your game. And yes, this section also makes your kit feel buttoned-up and reliable.
10. Extra Goodies: The Cherry on Top
Want to delight journalists, streamers, and fans alike? Throw in some bonus content. Moreover, these aren’t mandatory, but they add serious polish and can make your press kit stand out.
- GIFs: Short looping clips that tease gameplay in a bite-sized, shareable format.
- Music Samples: Link to a track or two from the game’s original soundtrack.
- Wallpapers: Hi-res desktop and mobile backgrounds; because fans love swag.
- Avatars and Icons: Great for streamers or community members who want to show support.
Furthermore, media outlets love having options; these extras give them something more to work with and can drive social buzz even before launch.
Addition: Press Releases and Previous Coverage
Building trust is everything; especially for newer devs. If your game has already gotten some love from the media or has been featured in an indie showcase, this is the place to brag (politely).
- Include quotes or links from previous trusted game media like Rock Paper Shotgun, 24indie or IndieGames.com
- Embed PDF or text versions of any formal press releases
- Highlight festival nominations or awards (even shortlists count)
This kind of third-party validation makes it easier for journalists to take your game seriously; and increases the chance they’ll cover it too.
Addition: Organizing Your Press Kit: A Quick Pro Tip
All the right content won’t help if your press kit is a mess. Structure matters.
Place assets in clearly labeled folders:
- Screenshots
- Videos
- Logos
- Extras
Keep file names descriptive; nobody wants to open “Image4_final_final_REAL.png”.
Use cloud storage like Google Drive or Dropbox and make sure everything is publicly accessible. Journalists are in a hurry; don’t make them email you for access.
Addition: Hosting Your Press Kit
Now that you’ve assembled this treasure trove of information, where do you put it?
- Dedicated Press Page: Host it on your official website for easy access.
- Presskit() by Rami Ismail: A popular tool among indie devs for creating press kits.
- Press Kitty: An easy-to-use tool for crafting and hosting press kits. As highlighted by IMPRESS, “Everything you need to create the ultimate indie game press kit!”
Ensure that your press kit is easily accessible and that all links are functional.
Press Kitty is a dream for a time-pushed indie developer. It’s so quick and easy to set up…
Tony Gowland,
Managing Director at Ant Workshop, via impress.games
Take a look below for some successful press kit examples!
Final Thoughts
Crafting a comprehensive and engaging press kit is an essential step in your game’s journey to the spotlight. It’s not just about providing information; it’s about telling your game’s story in a way that captivates and informs.
