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Indie game press kit and press coverage: what to send, and when

, founder of NextWishlist · Updated · 3 min read

6–12screenshots in a good press kitpresskit.gg
200–400press contacts, in three tierspresskit.gg
6–8 wksbefore launch: pitch the top outletspresskit.gg
On this page
  1. What goes in the press kit
  2. The pitch email
  3. Your press list and timing
  4. Getting a trailer on IGN
  5. A kit built from your Steam page

Short answerA press kit needs a fact sheet, short and long descriptions, 6 to 12 screenshots, a few GIFs, the trailer, logos and key art. Pitch about 200 to 400 contacts in three tiers, top outlets 6 to 8 weeks before launch and the rest 3 to 4 weeks before.

Press rarely brings many wishlists directly, but an article is proof that others care, and a good press kit is what journalists, showcase accounts and creators pull from. Here is what to put in it and how to pitch.

01What goes in the press kit

  • A fact sheet readable in under 10 seconds: title, developer, publisher, platforms, release date, price, genre, engine, player count, website and social links.
  • Descriptions: one or two sentences, then two or three paragraphs, then 5 to 8 key features.
  • 6 to 12 screenshots, 1920 × 1080 minimum, 4K if you can.
  • 3 to 5 gameplay GIFs of 5 to 10 seconds.
  • The trailer as a link and as an MP4 download (1080p minimum), plus 60 to 90 seconds of raw gameplay with no text, music or cuts, for creators.
  • Logos as transparent PNGs, light and dark versions; key art with and without the logo.

02The pitch email

  1. The hook, in one or two sentences.
  2. The details: genre, platform, release window, price.
  3. Why now: launch, Early Access, a new trailer, Next Fest.
  4. The links: press kit, trailer, Steam page.
  5. The offer: a key, demo access or an interview.

Subject line: genre, hook and timing. No big attachments: link to the kit. One follow-up after 5 to 7 days, two at most, then wait for your next milestone.

03Your press list and timing

  • 200 to 400 contacts in three tiers: 20 to 30 dream outlets, 80 to 100 realistic ones, then niche sites. Smaller outlets answer far more often than the biggest, where cold pitches get about 5% to 10% replies.
  • One mid-tier article sends perhaps 200 to 500 visitors.
  • Launch: top outlets 6 to 8 weeks before, the full list 3 to 4 weeks before, a short "we're live" note on launch day.
  • Next Fest: pitch 2 to 3 weeks before the fest, before the Press Preview opens 11 days before the start (this edition's dates).
  • Creators need the same kit, plus a key: how to get YouTubers to play your game.
  • When: Tuesday to Thursday mornings in the journalist's time zone; avoid June (Summer Game Fest), Gamescom week and late November to December.

04Getting a trailer on IGN

Big outlets are very selective and mostly pick up indie trailers that already show a viral signal. What worked in a documented case: a strong gameplay trailer, the editor who recently covered similar games found by search, and an exclusive offered in a short, simple pitch.

05A kit built from your Steam page

NextWishlist checks your press kit against this list from your Steam page, drafts the press release and the pitch email for your game, and finds the outlets and showcase accounts of your niche. Join the private beta.

Indie game press kit and press coverage: quick answers

What should an indie game press kit include?

A fact sheet, short and long descriptions with 5 to 8 features, 6 to 12 screenshots, 3 to 5 gameplay GIFs, the trailer as a link and MP4, raw gameplay footage for creators, logos as transparent PNGs and key art.

How many journalists should I contact?

About 200 to 400 contacts in three tiers: 20 to 30 dream outlets, 80 to 100 realistic ones, then niche sites. Smaller outlets reply far more often than the biggest.

When should I contact press before launch?

Top outlets 6 to 8 weeks before launch, the rest of the list 3 to 4 weeks before. For Steam Next Fest, 2 to 3 weeks before the fest, before the Press Preview.

How do I get my game on IGN?

IGN mostly picks up indie trailers that already show a viral signal. Send a strong gameplay trailer to the editor who covers similar games, ideally as an exclusive, in a short pitch.

Sources

Valve's rules can change: the official Steamworks page always wins. Practitioner benchmarks are surveys of developers, given as ranges.

NextWishlist

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Your posts and tracking links tied to your wishlists, the formats that work for games like yours, and the creators of your niche. NextWishlist is a Steam marketing tool for indie developers, in private beta.

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