What is a Press Kit?
As a game developer, there’s no way that you aren’t familiar with press kits. They’re essentially where journalists, press, content creators, and more will search for more information about your video game.
A press kit details your game, its story, and the hardworking team behind it. I don’t want to be overdramatic, but it’s probably the most important document you need to start marketing your game.
Why Should You Use a Press Kit?
Having everything you need to know about your game in one place is incredibly useful. Believe me when I say that no one will search through your social media or storefront to get everything they could have found in a single link, especially since they likely get hundreds of emails daily.
Of course, the press kit needs to be organized to get the most out of it. An organized press kit is one of the best ways to make a good impression when contacting someone you’d like to cover or stream your game.
If you don’t already have a press kit, then the time to make one is now. One of the greatest resource I found to make creating one as seamless as possible is Press Kitty. The tool does require you to have a Steam page in which to extract data from, but it’s incredible for creating a kit on short notice and for hosting it. Otherwise, look over our tips on what the perfect indie game press kit includes.
What Does an Indie Game Press Kit Need?
Everything. Well, not everything. There are a few things that EVERY press kit needs to have, but too much content can be overwhelming for anyone having to go through it. A great rule of thumb when you’re putting together a press kit for your indie game would be to always include:
- Interesting and engaging copy.
- In-game screenshots, GIFS, and out-of-game assets.
- At MINIMUM, one trailer.
- YOUR information.
- General FAQs.
According to former Eurogamer Editor-in-Chief Martin Robinson (as sourced from GamesIndustry.Biz), “a [Google Drive] or Dropbox link containing a folder of nine to 12 screenshots, a trailer, a small amount of b-roll [footage], and perhaps most importantly some good high-quality artwork so we can make any coverage on our site really pop.”
Anything more than the above is really just additional. However, let’s break it down a little further.
Interesting and Engaging Copy
What exactly does “interesting” and “engaging” even mean? No, I’m not saying you should trick your players into thinking that your game is something that it isn’t. (Yes, I have been asked that before). It means you should talk about the highlights of your game and why you think players will like it.
Think about the back of a book and that paragraph of text that lets you know about what’s between those 200-something pages. Usually, they’re accompanied by quotes that compare the work to others that interested readers might have read. Maybe one of them conveys an emotion that the author hadn’t thought about. Between the book’s synopsis and those quotes, a prospective reader will have two things to go by: what the author says the book is about and what fans of it already think about it.
When you think about your game, try to focus on the following:
- Does the copy make sense to whoever is reading it (reporters, video editors, influencers, streamers, consumers, etc)?
- Is there any information the average person wouldn’t know about your game? (It’s important to remember that anyone covering the game will have basic knowledge of it. The press kit is where you can really help this moment shine!)
- Is your game open-world, requires a lot of exploring, has optional quests, and different endings? The press kit is the greatest place to let people know about that. A summary describing those aspects could be a game-changer.
Most importantly, try not to make the copy describing the game longer than two or three paragraphs. The more concise, the better. Saying it does this, is like that, and is better than the next thing won’t do you too many favors. Here’s a great example of simple and powerful press kit copy from developer Ewoud van der Werf’s latest game, Schim.
Without telling you too much, you know:
- Exactly what the gameplay is: “Schim is a game about jumping through shades in a challenging and lively environment, touch the light and it’s over!”
- What sort of game it is: “This fast-paced 3D platformer…”
- Other games similar to it: “… delivering an experience that you will only find in Schim.”
The BEST Screenshots and GIFS
Taking a screenshot doesn’t just mean uploading a shot of random points of your game. If all of your screenshots look like they were taken in the same area or require too much context to understand, you need to switch them out.
Potential players will scroll through your screenshots to learn more about the game beyond the trailer. You know that phrase, “a picture speaks a thousand words”? That absolutely applies to screenshots. One of my absolute favorite examples of this is the Steam page for Athenian Rhapsody by Nico Papalia, as featured below.
The copy can be confusing for players who aren’t aware of the type of game, so screenshots, GIFs, and videos are the best way to keep potential players engaged. Every screenshot asks a new question:
- How do I get there?
- How do I do that?
- How do I get that?
You want potential players to ask enough questions where the only true answer would be in purchasing the game. Everything can be used as a pipeline for the final sale!
A Well-Crafted Trailer
Trailers are equally important as they are difficult to master. Take a look at your favorite game trailers and compare what they all have in common. Of course, not many indie game developers have the same trailer budgets as other devs, but there are still ways to achieve these points in your own trailer! Looking at the Athenian Rhapsody page again, the trailer keeps you entertained while placing text and imagery in appropriate places.
The transitions and editing are minimal and simple but also leave players with an understanding of what they’re getting themselves into in and a desire to learn more.
Take the following into consideration when cutting videos for your trailer:
- Gameplay.
- Character interactions.
- NPCs.
- Interesting enemies.
- Fun mini-games.
- Dialogue.
- Choice dialogue (if applicable).
- Beautiful locations.
This is also a great place to seamlessly weave in testimonials and quotes from players or websites that have covered your game.
Your Contact Details
You have no idea how many developers do not include contact details in their own press kits. This information is invaluable, especially for journalists and reporters who stumble upon the game by complete accident. This information can be contained in a document that includes the following:
- Your name / studio name.
- Email address.
- Include your phone number at your own risk. It’s not recommended unless your press kit is protected and can only be accessed by those you allow.
- A brief summary of your studio or yourself if you are a solo developer.
General FAQs
The information in your frequently asked questions section should be something viewers can’t find elsewhere in the press kit. It should be the genuine questions that playtesters and players have asked you and your responses to them.
Think of the following:
- Does your game have any bugs that you want to let players know bout before they find it themselves? (You need to include a timeframe for fixing this if so).
- Is there any context that a player should know about before jumping in?
- Are there any assets that are subject to change once the game is officially released?
Those covering and paying your game will thank you for giving them this information beforehand. You never want a player to mix up a temporary error in your game with a genuine fault.
Press Coverage
While not every indie game will have press coverage, adding any and all to your press kit is essential. This allows others who are looking in to be more curious about the project. This is exactly what Frowns Marketing is here to help you with!
Where Should You Host Your Press Kit?
There are a few places where you can host your press kit. They each have their own perks and ultimately, it is up to what you as a developer feels is best for your game. Some of the most common to use include:
Why DropBox?
DropBox is incredibly easy to use, and involves you dragging and dropping your resources and assets into one folder. You can then provide users with the link for easy access. It’s user friendly and doesn’t require you to pay for a subscription to use.
Unfortunately, DropBox is rather bland, and your press kit won’t stand out among others using the same platform.
Why Google Drive?
Google Drive is similar to DropBox in that you can put all of your assets and folders into a digital cloud-based folder. This is especially useful for those already using the Gmail feature.
Similar to DropBox, Google Drive is also bland. There’s more you can do to customize it, but don’t expect much.
Why Press Kitty?
Press Kitty is incredible for those who already have a Steam page for their game. Just plug your Steam link into Press Kitty and let its AI pick out aspects of the page to create a press kit for you.
The best part is that the website will also host the press kit. This is a great way to stand out a bit more from others with a reputable gaming press kit creator.
Why Presskit()?
Presskit() is currently in beta, but is was created by gaming industry veteran Rami Ismail of Vlambeer, a Dutch indie game studio. Originally created for his team, Rami decided to release the beta for other devs looking to spend more time developing and less time on press kits.
The project is still in beta, meaning that not everything has been tested. Considering that, use it at your own risk. I also feel that the UI is bland, though everything is listen on one page rather than different folders.
Why Canva?
Can a is really only recommended for those looking to create a unique and personalized press kit. Doing this does require the Pro subscription, though it is completely worth it. in my opinion. Every page can look exactly how you want it and can include everything featured above without issue.
You will spend time and money doing this, however, this is great for games that have a lot of personality and would benefit from longer, more in-depth press kits.
What are your thoughts?