3 reasons why you should create a press kit for your game
You may be forgiven for not knowing what a press kit is. They are also referred to as press packs, and media kits. In simple terms it’s everything a journalist needs to write a story about you and/or your indie game. Just like any other form of marketing their role is simple; grab the reader’s attention, make the game sound appealing enough to write about, or request a demo.
You may also be forgiven that press kits are the reserve of big companies with PR companies. But whatever the size of your business, whether you are a bedroom developer or part of a studio, you can benefit from a well put together press kit.
Certainly large companies tend to get their PR firms to create their press kits but there is no reason you shouldn’t create your own. That is unless you don’t want any journalists to write about your game. Here are three other reasons you should create a press kit for your game.
Press kits give you focus.
They say if you can’t explain something to someone else, you probably don’t understand it yourself. The same is true of you and your game. Being forced to sit down and write about exactly what your game is about, who it is aimed at and why it stands out is a great way of getting focus and understanding your game.
Press kits make the journalist’s job easier.
Most journalists are incredibly busy, giving them everything they need to write an article will make them much more inclined to write about you and your game, or get in contact to demo the game.
Press kits look professional. (when done right)
Just because you are producing an indie game doesn’t mean that you shouldn’t be professional when it comes to promoting your game. I’m not talking about starting emails with Dear Sir or Madame, or other such formal language. But what I am talking about it showing that you’ve put time and effort into making sure other people understand your game and want to play it. Simply sending out an “I made a game, write about it!” email with a link to your game won’t cut it, people just won’t think you are taking it seriously.
Hopefully that’s convinced you that you should be creating a press kit for your indie game. Stick around because in my post next week I explain how to create press kit that helps your game stand out.
Thank you for taking the time to do this for Indie games. My game Diabolical: The Shooter is a long way from completion but I have been keeping links and references about marketing for some time. A proper Press Kit had not crossed my mind. Such a simple but important thing to have. Many Thanks.
Hey JCB, good to hear you’re already thinking about the marketing for your game, so many others simply don’t. Glad you found the article useful. Hopefully next week, or the week after I’ll have completed a how to guide for press kits, so that should be of use to you. Good luck with the development on Diabolical!
What would you say every generic press kit should contain?
Eg. Photos, videos, the write up?
Hey edg3, a minimum should be: information about your game, information about your company (or you, if you are the only developer), a press release, screenshots and relevant logos, banners and artwork. If you come back next week we’ll have a post up describing more detail exactly what it should contain.
Great post Mike.
I completely agree that a decent press pack is a great way to get the word out, but something so many people forget/don’t think to do!