Influencer Outreach & Press Releases
Influencer Outreach & Press Releases
$0.00
Ex Tax: $0.00
Available Options
One of the most important aspects of game marketing is influencer and press outreach. You can create the best game, but if no one knows about it, you won’t make any sales. Streamers, YouTubers, and press outlets need content for their audiences, making it a win-win situation. You provide them with content, and they, in turn, play and write about your game.
As with any game marketing effort, you need to have a plan and do some research before contacting streamers and press. Our suggestion is to find influencers who play similar games, create a list, and gather their contact information. Most of the time, they’ll have a contact email or Discord group where you can reach them. The same goes for game press; make a list of outlets that have reviewed similar games and note their contact information. Being organized will help a lot when you start outreach.
Here are the types of media coverage to aim for when promoting your game:
- Review: An evaluation of the finished game, usually with a score. Reviews are often released at launch and significantly impact sales since they offer recommendations to potential buyers.
- Interview: A Q&A session with a developer, conducted via email, phone, or in person. Interviews can happen at any development stage or even after release.
- Preview: Coverage of an unfinished game, usually based on a demo or early build. Previews are generally more lenient than reviews, as they don't involve scoring the final product.
- Guest Article: Some sites accept guest posts from developers. For instance, Gamasutra often publishes post-mortems where developers discuss their projects. You'll usually need to pitch the idea to these sites.
- Feature: An in-depth article about a unique aspect of your game or role in the industry. Features are harder to secure as they depend on the publication's content schedule, but networking and being accessible can help.
Distributing Review Copies
To ensure reviewers have the best experience with your game, it's important to provide a complete, bug-free review copy about 2–4 weeks before launch. When sending out review copies, be sure to include the following:
- Download Link or Redemption Key: Provide a URL to download the standalone build or a redeemable key for platforms like Steam or the iTunes App Store. Consider password-protecting the download or adding a splash screen that says “Review copy—not for public distribution” to discourage piracy. Other than that, the review copy should be identical to what consumers will receive at launch, including all game features, an installer, and minimal bugs.
- Key Information: Include essential details, such as where the game will be available, pricing, platforms, and links to any downloadable assets or media kits.
- Embargo Date and Time: Clearly state the embargo, including the date, time, and time zone. This is the earliest time reviewers can publish their review, usually set to coincide with the game’s launch. Embargos help concentrate coverage on launch day, allowing readers to purchase the game while it’s still top of mind. It also benefits reviewers by giving them time to prepare without the fear of being "scooped" by competitors. Embargos can also protect against negative reviews being the only coverage leading up to the launch, ensuring a balanced reception on release day.
This careful approach ensures that both the press and your game are well-prepared for a successful launch.
How to Communicate with Press for Indie Game Promotion
When promoting your indie game, you'll typically contact the press via email. Here's how to make your communications effective:
- Keep it Human and Direct: Avoid overly formal language, buzzwords, or trying to be too clever. Journalists appreciate straightforward, genuine communication. Speaking to them like a real person will help you stand out.
- Make It Easy for Journalists: Writers are flooded with requests, so the easier you make it for them to cover your game, the better. Provide all necessary information clearly and concisely.
- Craft an Attention-Grabbing Subject Line: Journalists get tons of emails daily, so a strong subject line is critical. Ensure it’s specific and accurately represents the content of your email.
- Different Types of Emails You’ll Send:
- Introductions: Start with a casual introduction when you notice a journalist's interest in your game. If they’ve covered your game before, send a thank-you note. This leaves a positive impression for future coverage.
- Targeted Pitch: As you reach key development milestones, send targeted pitches for previews, interviews, or reviews.
- Big Announcements: Share major news like game reveals, release dates, trailers, and launches via formal press releases or less formal emails.
- Preview/Review Copy Distribution: When you have a playable build, send it to press contacts with essential details: download links, installation instructions, known issues, and embargo dates.
- Follow-up Emails: If you don’t get a response to a pitch, a brief follow-up is useful. Keep it short and avoid over-following up, as it could backfire.
Structure Emails Like an Inverted Pyramid: Put the most important information at the top, with supporting details following. This helps journalists quickly grasp the key points before moving on.
By keeping your communications concise, professional, and human, and by making it easy for the press to cover your game, you’ll increase your chances of building relationships with journalists and securing coverage for your indie game.
When to Talk to the Press
The most crucial time for PR is in the weeks leading up to and immediately after your launch. However, this depends on your game, reputation, and resources.
Some developers announce early and keep fans engaged throughout development with updates, videos, and blog posts. This strategy works if you already have a following. If you’re relatively unknown, announcing early might not generate much attention, so it might be better to wait until your game is nearly complete.
If you're launching on Kickstarter, Steam Greenlight, or through early access, include this in your PR strategy. Also, plan around events like PAX or GDC, or competitions like the Independent Games Festival.
Scheduling PR for Maximum Impact
Create a PR schedule that aligns with your development cycle. When announcing a release date, be confident you can meet it, as delays can hurt credibility with both press and customers.
Phases of PR
- Way Before Launch (Alpha): Your game is still in development, so avoid letting the press play it unless you have a strong reason to announce early (e.g., a Kickstarter campaign). Offer in-person demos to control what's shown.
- A Few Months Before Launch (Beta): If you haven't announced your game, now’s the time. Consider offering Early Access, and start planning for preview coverage.
- Just Before Launch (Release Candidate): Once your game is complete, allow 2–4 weeks for reviewers to play it before release.
- Launch and Post-Launch: Announce your game on launch day, track coverage, and follow up with reviewers. Post-launch, share favorable reviews and stay in touch with the press.
If you don’t have the time to manage outreach and communication with influencers and press, I’m here to help. I can assist in getting the right coverage to ensure your game’s success.
We're here to help with any questions or issues you might have! You can reach our support team in the following ways: email or discord, check our contact page for more information.
We currently support the following payment methods:PayPal: You can securely pay using your PayPal account or with a credit/debit card via PayPal.SEPA Bank Transfer: We also accept SEPA bank transfers for customers within the European Union. Please note that SEPA transfers may take a few business days to process.
Yes, it's possible to receive a company invoice. However, if you need an invoice for your purchase, please contact us before placing your order.We'll ensure your invoice includes all necessary company details and complies with EU regulations, making it suitable for grants, business accounting, and tax purposes. Just reach out to our support team with your requirements, and we'll handle the rest!
If you require any custom services or specific solutions tailored to your needs, we’re here to help! Please contact us with your requirements, and our team will work with you to create a customized plan or service that fits your goals perfectly. We’re committed to providing flexible solutions to ensure your game marketing needs are met.
The timeframe for receiving your service depends on the specific service you've chosen. Most of our services are completed within a few days. However, some of our monthly services require the full month to be fully delivered as they involve ongoing efforts throughout the period.When you place an order, we’ll provide an estimated timeline based on the service selected. If you have any questions or need a faster turnaround, feel free to contact us, and we’ll do our best to accommodate your needs!
