Lesson 12: Press Kit & Media Outreach

You have a brand and a social presence from the last two lessons. Now you need a press kit and a plan to reach journalists and content creators so your game gets coverage at launch. This lesson walks you through building a simple press kit and doing effective media outreach without a PR agency.

What You'll Learn

By the end of this lesson you will be able to:

Assemble a press kit with key assets and text (fact sheet, trailer, screenshots, keys)
Write a short, scannable press release or pitch email
Find relevant press and creators (outlets, YouTubers, streamers)
Reach out in a professional way and follow up without spamming
Handle key requests and embargoes so coverage lands when you want

Why This Matters

Launch coverage drives wishlists, sales, and word of mouth. Most indies cannot afford a PR firm, but a clear press kit and targeted outreach can still get you featured in roundups, reviews, and videos. Doing the prep once makes every pitch easier.

Step 1: Build Your Press Kit

A press kit is a single place (page or folder) where press and creators find everything they need to write or make a video about your game.

Essential elements

Fact sheet – One page: game name, platform(s), release date (or "TBA"), short description (2–3 sentences), key features (bullets), developer name, website, contact email. No fluff.
Trailer – At least one trailer (30–90 seconds). Host on YouTube or Vimeo; link in the kit. Optional: separate "no commentary" or "raw gameplay" version for creators.
Screenshots – 5–10 high-res screenshots (1920x1080 or higher). No UI or watermarks unless you offer both "clean" and "with UI" versions. Name files clearly (e.g. GameName_01.jpg).
Logo and key art – Logo (transparent PNG), capsule/cover art, and one "hero" image in high resolution. Specify "do not alter" if you care about cropping.
Links – Steam/itch/console store page, website, Discord, Twitter. One line each.
Press contact – One email (e.g. press@yourstudio.com or your own). Check it regularly around launch.

Where to host

Dedicated page – e.g. yourgame.com/press or yourgame.com/press-kit. Simple HTML page with sections and download links.
Google Drive / Dropbox – One folder with subfolders (Trailer, Screenshots, Logo, Fact Sheet). Use a short, stable link. Set permissions to "anyone with link can view."
Press kit tools – Services like PressEngine, PressKit(), or Indie Game Press Kit generator can give you a ready-made layout; link to it from your site.

Pro Tip: In your fact sheet, include a "Quote from the developer" line (1–2 sentences) so journalists can drop it in without asking. Keep it genuine and on-message.

Common mistake: Packing the kit with long PDFs or unorganized files. Keep it lean: one fact sheet, one trailer link, one folder of images. Busy press will skip a cluttered kit.

Step 2: Write Your Pitch Email

When you reach out to press or creators, the email should be short and easy to scan.

Subject line

Include the game name and a hook: e.g. "Press kit – [Game Name], a [one-line pitch]"
Or: "[Game Name] – Launching [date], trailer + keys available"

Body (short)

Paragraph 1 – One or two sentences: what the game is and why it might interest them (e.g. "2D roguelike with deck-building; think Slay the Spire meets platformer").
Paragraph 2 – Key details: platform, release date, and what you are offering (e.g. "Steam keys available; trailer and press kit below.").
Paragraph 3 – Clear call to action: "Press kit: [link]. Reply to this email for keys or interview."

Do not

Attach large files; use links only.
Write long backstory unless they asked. Save that for the press kit or a "About the team" section.
Mass BCC hundreds of addresses; personalize at least the first line or outlet name when you can.

Pro Tip: Keep a master document with 3–4 pitch variants (e.g. for indie sites, for streamers, for regional press) and tweak per recipient. Saves time and keeps messaging consistent.

Common mistake: Sending the same generic pitch to everyone. A line like "I saw your coverage of [similar game]" or "Your audience loves [genre]" can double open rates.

Step 3: Find the Right Press and Creators

Press (reviews, news, roundups)

Search for "[your genre] game review", "indie game roundup", "Steam new releases".
Check bylines: note journalists who cover your genre or similar games.
Use press lists (e.g. from other indies, or curated lists like Indie Game Press List) and add outlets that fit your game.
Add regional or niche sites (e.g. RPG-focused, platform-specific) if they match your audience.

Content creators (YouTube, Twitch, TikTok)

Search for Let's Plays or streams of games similar to yours. Note channels with decent reach and an audience that matches your game.
Check if they have a business or key-request email in the channel description.
Prefer creators who actually play indies in your genre over huge generalist channels (unless you have a hook).

Pro Tip: Build a simple spreadsheet: outlet/channel name, contact email, one note (e.g. "covers roguelikes"), and date contacted. Stops you from double-pitching or forgetting follow-ups.

Common mistake: Pitching everyone. A small list of 20–50 relevant contacts beats 500 random addresses. Relevance beats volume.

Step 4: Send Outreach and Follow Up

When to send

Press – Send press kit and pitch 2–4 weeks before launch if you want day-one reviews. For "launch announcement" coverage, same window works. For roundups, you can pitch a bit earlier with "coming [date]."
Creators – Many prefer keys closer to launch (1–2 weeks) so they can schedule a video. Some like early access; say so in the pitch if you offer it.

How to follow up

One follow-up 5–7 days after the first email is fine. Remind them of the game name, release date, and link to the press kit. No guilt trip.
If they do not reply after two emails, move on. Do not spam.

Keys and embargoes

Keys – Send Steam/Epic/GOG keys (or console keys if you have them) when they ask or when you confirm they will cover. Use the platform's key request tool (e.g. Steam Partner key requests) so you can track.
Embargo – If you want reviews to go live on launch day, say "Embargo: [date and time]" in the email and in the press kit. Be clear and stick to it yourself (no early streams unless you allow them).

Pro Tip: For streamers, offer a "no commentary" trailer or raw gameplay clip so they can use it in compilations or as B-roll. Some will credit you and drive traffic.

Common mistake: Getting upset when most people do not reply. Open rates for cold pitch are low. Improve the subject line and the first line; keep the list relevant; follow up once. Then focus on the next game or the next batch of contacts.

Step 5: Organize Key Requests and Coverage

Key requests

Use Steam's key request system (or equivalent) so you see who asked and can approve/deny. Add a short note in your press kit: "Keys for press and creators: email [address] or use [link]."
For big key requests (e.g. 100 keys for a giveaway), decide your policy in advance. Many indies only give keys for coverage, not for giveaways, unless it is a partner they trust.

Tracking coverage

When someone covers your game, thank them (reply, tweet, or Discord). Add them to a "covered us" list so you can prioritize them for the next game.
Save links to articles and videos for your own marketing (e.g. "As seen on..." on the store page or website).

Mini Challenge

By the end of this lesson:

Create a minimal press kit – One fact sheet (PDF or page), one trailer link, one folder with 5 screenshots and logo. Put it on a single URL you can share.
Draft one pitch email – Subject line + 3 short paragraphs. Use your game (or a placeholder) and the tips above.
List 10 outlets or creators – People who cover games like yours. Find one contact email or key-request link for each.

Share your press kit link with a dev friend and ask: "If you were press, would you have everything you need?" Revise from their feedback.

Troubleshooting

Problem: I do not have a trailer yet.
Solution: At minimum, use 30–60 seconds of gameplay with a simple title card (game name, release date). You can add a voiceover or music later. A rough trailer is better than no trailer for outreach.

Problem: No one replies to my emails.
Solution: Check subject line and first sentence; make them specific and relevant. Shorten the email. Ensure the press kit link works and loads fast. Try a smaller, more targeted list.

Problem: I am not sure who to contact.
Solution: Search "[similar game name] review" or "indie [genre] roundup" and note the sites and authors. Look at their recent articles; if they cover your kind of game, add them.

Problem: A creator asked for 50 keys for a giveaway.
Solution: Decide your policy (e.g. "We only give keys for coverage" or "We give 1–2 keys per creator"). Reply politely with your policy. You are not obliged to fulfill every request.

Pro Tips

Tip 1: One Press Kit URL
Use one short link (e.g. yourgame.com/press) in every pitch. Avoid sending a new link or folder every time; keep the same URL updated so old emails still work.

Tip 2: Quote Yourself
Put one "Quote from the developer" in the fact sheet. Journalists often use it verbatim; you control the message.

Tip 3: Thank People Who Cover You
A quick thank-you or share can build a relationship. Those contacts are gold for your next game.

Recap

Press kit – Fact sheet, trailer, screenshots, logo, links, contact. One URL, lean and clear.
Pitch email – Short subject, 2–3 paragraphs, one clear CTA. Link to press kit; no big attachments.
Finding contacts – Search by genre and similar games; build a small list of relevant press and creators.
Outreach – Send 2–4 weeks before launch; follow up once; offer keys and respect embargoes.
Keys and coverage – Use platform key tools; track who covered you; thank them and reuse the relationship next time.

Next Lesson

In Lesson 13: Launch Strategy & Release Planning, you will put together a launch checklist, release timeline, and day-one plan so launch day runs smoothly.