Category: Blog Post

What assets do I need to promote my indie game?

As you plan a launch campaign for your game, certain marketing materials–or assets–are common within the marketing and PR space for a successful launch. Journalists use these assets to populate features and reviews, and consumers look to them for further insight into your title before purchasing. These assets bolster your game and your brand’s media presence, maximizing your coverage potential with simple steps.

Create a Media Kit

A term to familiarize yourself with is media kit. All studio websites will feature this media kit–sometimes called a press kit–for journalists and content creators to reference when publishing materials related to your project. A media kit is a collection of videos, images, and written descriptions that best represent your game; among these assets may be in-game screenshots, trailers, concept art, and a one-page summary of your game and studio. A media kit is crucial for coverage. Journalists and other creators rely on developers to provide additional content for their posts; banner images at the top of an article, for example, come from a media kit. Games have a significantly higher chance of earning coverage if they include a trailer with their asset materials, so creating a solid trailer is paramount. Press kits are commonly found on a studio’s website; when running a PR campaign for your game, these assets are attached to press releases, offering journalists all of the materials they need in one place to cover your game. 

Optimize Your Store Pages

While your media kit gives creators a snapshot of your game, your store pages offer more detailed insight into your project. Whether on PC marketplaces (Steam,, Epic), mobile stores (iOS and Android), or console shops (Nintendo, Xbox, PlayStation), your landing page should be concise and highlight the most important aspects of your game. We’ve already covered the essentials to nailing your Steam page, but here are the basics:

  • Select simple capsule art to draw a viewer’s attention without overwhelming them; if your game has multiple characters, select one to showcase in your key art. Keeping text to a minimum means more focus on the art and the title, which should be legible from Steam’s search bar. Rotating these capsule images also secures new clicks from those who didn’t resonate with the previous key image.
  • Swap screenshots for GIFs to draw attention to the details of your game.
  • When summarizing your game, match your language with the game’s tone. A horror title should leave viewers feeling curious and uneasy, while a roguelike should reflect the high-octane pace of the genre.


While each platform has its format for these store pages, the bare bones remain the same. Nail your tone, include engaging art, and keep text to a minimum. If wishlist or download numbers are low, try changing your art and revising your language until you find a combination that lands with consumers.

Build Your Brand

Social media pages are another great asset for supporting your game. Whether these pages are dedicated to your game or the studio itself, keeping them populated with development updates and notes for the community will expand your reach. Twitter is the most popular platform for game developers, consumers, and journalists, and it’s relatively easy to maintain compared to other platforms. Interacting with other independent artists and game journalists is also a great networking opportunity and puts you on the industry’s radar. Beyond social media, keeping an updated website lets you store all of your assets–media kit, page links, social media handles–in one place. Press kits warrant their own tab, while the landing page briefly summarizes your game, your best assets, and storefront links. An “About” tab is also beneficial, giving visitors insight into your studio, inspiration, and previous experience. 

Ensuring you have assets for your game is a relatively straightforward task with great benefits. Having a great trailer that draws the attention of a prominent news site or concept art that inspires an interview with the artist positively impacts your game’s reach and strengthens your brand’s professional reputation. No two asset folders are the same, and deciding which tone, images, and footage best represents your game can be difficult when you’ve spent so much time on a project. If you need a fresh set of eyes, message us, and we’ll be happy to take your launch campaign to the next level.


How can a PR agency help my indie game?

You’re putting the finishing touches on a game you’ve worked tirelessly on for years. Between your game’s art style, narrative beats, mechanics, and replayability, you’re confident it will land well with your audience. The question is, however, where is your audience? How do you reach them? If you reach them, how do you convince them your game is worth buying over others? 

PR agencies specialize in individualized marketing campaigns, influencer coordination, project and event management, and anything else that will bring attention to your game. If you’re worrying over how to sell your game–and how to get it reviewed–then it’s time to consider partnering with a PR agency. 

Knowing what they can provide your brand is helpful when investing in a PR agency. 

Access to a network of journalists, influencers, and industry professionals

One of the most valuable promotional strategies is content creation. A feature on the homepage of a renowned tech journal or a viral clip of a popular streamer playing your game can launch it onto the charts overnight. Sponsorship opportunities are available for every budget, genre, and audience, although they can be time-consuming and difficult to land. PR agencies have spent years growing relationships with content creators and journalists to share their client’s work. Partnering with an agency means you’ll have access to these relationships and significantly increase the likelihood of your work getting seen. 

Trust the experts

Making a video game is difficult; marketing a video game can feel like another beast. While you dedicate hours to developing a game, it can be challenging to find time to promote it; where do you even start? Journalists and PR coordinators ask themselves the same question when it comes to creating a video game, which is why they turn to you, the developer, for the next great game. Developers are mechanics experts, so let an agency be the marketing experts. PR agencies create their brand around successful promotion, curating creative opportunists from diverse industries to bring fresh ideas to your game’s advertising. Agencies have access to an extensive network of professional contacts, paid-for databases to monitor press coverage, and in-depth knowledge of SEO and ASO to maximize viewership. They’ll take care of the business side so you can focus on your art. 

Take advantage of project and time management

Our recent blog discussed the value of video game events, conventions, and festivals as exciting opportunities to meet your players and receive real-time feedback. Organizing and staffing these events, however, is less compelling. Thankfully, PR agencies provide the project management expertise to prepare your game for these events. Securing a booth space, arranging tech rentals, and staffing your space are ways we help our clients tackle in-person opportunities. Of course, the developer’s presence is always appreciated; however, we’ll gladly take over if you find yourself without the time. Your dedication to your craft shouldn’t exclude you from unique opportunities to connect with your audience! 

Developing your own game is an accomplishment to be celebrated; it deserves to be shared with the awaiting audiences eager to explore your new world. You deserve to interact with these audiences, update your game and look forward to future projects, not stress over securing influencer sponsorships or a feature article. Consider partnering with a PR agency to take some of the work off your plate so you can focus on what matters. We’re here to help!

If you’re looking for help with your marketing strategy, email for more info.

(More) Ways to Market Your Indie!

Didn’t know about these? That’s okay, it’s what we’re here for!

Indie marketing guides are available everywhere on the internet.; rightly so, as they offer strategies for getting your game known. Effective video game marketing includes connecting with game journalists and content creators, social media promotion, and launching a demo of your game. There are, however, some less conventional marketing techniques, and if you find yourself looking to reach different audiences, it’s worth trying these. 


Podcasts categorize under social media; however, they are a less referenced medium. Compared to skimming an article or watching a short video, podcasts require significant time from listeners. However, the return value of podcasts is high. It will expose you to a new audience, and podcasts also grant you more time to talk about your game’s development process. Instead of a one-paragraph quote in a journal feature or a brief mention on social media, audio formats give you anywhere between five and forty-five minutes to pitch your game. Not only is it an effective marketing strategy for your game, but it’s a great way to build your personal brand.

Establishing a Personal Brand

On the topic of personal branding, this is as important as your professional brand. Consider a content creator or industry professional you admire; if they released a video game, book, or merchandise collab, would you be inclined to check it out? Of course, because you are already aware of their brand and are more likely to follow their pursuits. The same is true of your video game. Your game’s social media presence is important for exposure, however, your presence can draw in an audience that your game wouldn’t otherwise reach. People like knowing the face behind the content they’re consuming, and indie promotion is the perfect space for this strategy to work.

Independent Anthologies

Everyone wants their game to do well, and a great way to determine that is how many copies it sells on Steam. As an indie, it is important to get your game in as many hands as possible. Websites like itch.o can help with that. Indie anthologies are available on an application basis; users on the platform collect five to ten indie games to feature in an anthology that players can buy for a set price. Although the profit margins are lower than Steam, you’re getting more exposure to a new audience that will follow your other developments in the future. The goal is to create players that will come back to your studio for your next release! Managing these applications and opportunities can be stressful; thankfully we’re here to help!

Digital Indie Festivals

Conventions and events are a great way to market your indie and your studio, however, they can be pricey. Between purchasing travel, a space on the convention floor, and materials for your booth, the cost can add up quickly. Digital festivals and showcases, however, give you the exposure of a convention without the cost. Some of the largest include Steam Next Fest, Indie Live Expo, and Indie Cade, but we’ll help you find others. Events such as the Virtual Indie Booth are smaller, yet occur on a more routine basis and give your game significantly more screen time than some of their larger counterparts. You can show a game trailer or pitch your demo, whatever puts your game’s best foot forward!

Traditional marketing techniques have proven their effectiveness in increasing your game’s exposure. However, as the indie landscape changes, more opportunities to present your game become available. While it’s worth it to stick to the basics, give one or two of the above recommendations a try. You never know what these opportunities will bring. 

If you’re looking for help with your marketing strategy, email for more info.

Indie Developer’s Guide to Game Conventions

I made a video game! Now what?

Video games are a digital medium; it’s in the name. Your game may not survive without the internet, but Rome was not built with a keyboard and mouse, and neither should your audience! Though not as widespread as its digital counterparts, gaming festivals, and conventions offer unique opportunities for players and developers alike. While players use the chance to jump on the next best game, developers can earn valuable feedback from a live audience.

Preparing for a convention as an indie developer may seem intimidating, however, there are a few simple tasks to keep in mind that will guarantee a positive experience for you and your players.

Bring Something to Share

Obvious enough, but having a demo or early access copy of your game for player engagement is crucial. Convention attendees anticipate playable releases with the cost of admission, and catering to this should be your top priority. If your game’s not ready, don’t worry. You’ll find conventions throughout the entire year.

Do Your Research

Keeping track of convention information is important at every stage of preparation. For starters, identify conventions that you would like to present at, keeping in mind travel costs and attendance numbers. A handful of conventions offer discounted or free booths for indie developers which is a great place to start. Some events also have a designated section for indies that allow you to share space for a more cost-effective experience. If travel isn’t an option, there are several indie-exclusive online showcases throughout the year. Do your research before committing; a comprehensive list of conventions is available here.

Once your application is accepted and the date is set, anticipate how you’ll stage your booth. Large marketing graphics will draw attention to your table and free swag items will remind players of your game after the con. Ask your convention what they’ll provide–table, chairs, electrical, monitors, and wifi are essentials–and plan to bring the rest. If you’re traveling a long distance and cannot bring anything, find an electronics rental center near the convention and place your order in advance. Need assistance managing your convention calendar or staffing your booth? We’re happy to help!

Nail Your Brand

Most of your time at the convention will be spent pitching your game to attendees. Preparing a short, 1-2 sentence summary of your game’s genre and mechanics is enough, however, keep in mind the other diversifying aspects of your game. A fan of first-person shooters might shrug at an MMORPG, but your game’s anime art style might entice them to play.

Create an experience for players akin to a private gaming session. Consider accessibility features, such as printable guides that demonstrate the controls, made visible on every monitor for a smooth tutorial. If your game has a landing page or is listed on Steam, a QR code makes it easy to wishlist the title and follow your socials for future announcements. Conventions are valuable for feedback, especially if you’re in demo or early access development, so a Google form is a seamless way to collect targeted critiques for consideration in future updates.

Beyond your game’s brand, anticipate questions about your studio or your development process. Among the attendees may be journalists and PR representatives, so presenting your brand as a business may lead to new connections and opportunities. Remember that your voice makes you unique, so don’t feel the need to change your brand to appeal to someone else’s.

Admire Your Hard Work!

Tons of developers–ranging from one person to a fully staffed office–use conventions as a marketing strategy. You’ll meet other indie developers and see games at every step of the development process–from demo to early access and in full release. Remember that your work deserves to be shown, and there is an audience for it. Comparing your progress to others, or the amount of foot traffic among booths, is easy when you’re in a large convention space, but remember that your fans will find you.

Conventions are a fun marketing strategy, however, they come with a fair share of work. Especially for a small developer, preparing for a large-scale event can be daunting. But, proper planning, preparedness, and a strong sense of your brand are the three requirements for any convention. So, get out there, and I’ll see you on the con floor!

If you’re looking for help with your marketing strategy, email for more info.

How to Get Your Game Reviewed by Top Video Game Reviewers

You’ve spent countless hours developing and perfecting your video game, and now you’re ready to share it with the world. But how do you get your game in front of the right people? Getting your game reviewed by top video game reviewers can be the key to its success. In this article, we’ll explore why game reviews are important and provide tips on how to get your game reviewed by top reviewers.

The video game industry is booming, with millions of gamers around the world playing games on a variety of platforms. In such a competitive industry, getting your game in front of the right audience is crucial. One way to do this is by getting your game reviewed by top video game reviewers. These reviewers have a large following of loyal fans who trust their opinions, and a positive review can help your game gain popularity and success. But how do you get your game reviewed by these top reviewers? Let’s explore.

The Importance of Getting Your Game Reviewed by Top Video Game Reviewers

Getting your game reviewed by top video game reviewers can be a game-changer for your business. Reviews can drive traffic to your website, increase sales, and improve brand awareness. When a top reviewer writes a positive review of your game, it can generate buzz and excitement in the gaming community, leading to more exposure and ultimately more sales.

In addition, reviews can provide valuable feedback on your game’s strengths and weaknesses. Reviewers often provide detailed critiques that can help you improve your game and make it even better. They can also point out bugs or glitches that you may have missed, giving you the opportunity to fix them before the game’s release.

Tips for Getting Your Game Reviewed by Top Video Game Reviewers

  1. Research and identify top game reviewers: Start by doing some research and identifying the top video game reviewers in your industry. Look for reviewers who have a large following and specialize in the type of game you’ve developed.
  2. Build a relationship with the reviewer: Once you’ve identified a few top reviewers, start building a relationship with them. Follow them on social media, engage with their content, and offer to provide them with a copy of your game for review.
  3. Be professional and polite: When reaching out to a reviewer, always be professional and polite. Provide a brief introduction of your game and explain why you think it would be a good fit for their channel or website.
  4. Offer exclusives: Consider offering the reviewer an exclusive preview or early access to your game in exchange for a review. This can help generate buzz and excitement around your game’s release.
  5. Follow up: After sending your game to a reviewer, be sure to follow up with them in a timely manner. Politely ask if they’ve had a chance to play the game and if they plan to write a review


Getting your game reviewed by top video game reviewers can be a key factor in the success of your game. Reviews can drive traffic to your website, increase sales, and provide valuable feedback for improving your game. By following these tips for getting your game reviewed, you can increase your chances of getting your game in front of the right audience and ultimately achieving success in the video game industry. If you’re having a hard time finding the reviewers on your own, or simply need some help targeting the right ones, we are always happy to help out!

How to Effectively Pitch Your Game to Publishers

As an independent game developer, getting your game published and into the hands of players can be a challenging task. But with the right approach, you can effectively pitch your game to publishers and increase your chances of success.

Understanding the Publishing Landscape

Before you start pitching your game, it’s important to understand the publishing landscape. There are several types of game publishers, including major publishers, indie publishers, and self-publishing. Major publishers typically have a lot of resources and can provide developers with the support they need to bring their games to market. Indie publishers are typically smaller and more focused on indie games, while self-publishing allows developers to bring their games to market without the help of a publisher.

Preparing Your Pitch

Before you start pitching your game to publishers, it’s important to have a clear and concise pitch. This should include information about your game, your team, and why your game is unique and worth publishing. Your pitch should also include any relevant data, such as screenshots, videos, and gameplay footage.

Researching Publishers

Once you have prepared your pitch, it’s time to start researching publishers. This can be done through online research, networking, and attending events such as gaming conferences. When researching publishers, look for ones that have a history of publishing games similar to yours and that have a good reputation in the industry.

Making the Pitch

When you’re ready to make your pitch, it’s important to be professional and confident. Start by introducing yourself and your team, and then present your game and its unique features. Be prepared to answer any questions that the publisher may have and to provide additional information if needed.

Following Up

After you’ve made your pitch, it’s important to follow up with the publisher. This can be done through email or phone, and it’s a good idea to keep the conversation professional and friendly. Be patient, as publishers are often busy and may take some time to respond.

Negotiating the Deal

If a publisher expresses interest in your game, it’s time to start negotiating the deal. This can be a complex process, and it’s important to have a clear understanding of what you want and what you’re willing to give up in order to get it. It’s also important to have a lawyer review any contracts before you sign them.


Pitching your game to publishers can be a challenging task, but with the right approach and preparation, you can increase your chances of success. Remember to be professional, confident, and patient, and to do your research before making your pitch. If you need any help reaching out to publishers, reach out to us!

What to look for in an esports marketing agency?

As the world of esports continues to grow, more and more companies are looking to get involved in this exciting and rapidly expanding industry. If you’re a business looking to hire an esports marketing agency, it can be difficult to know where to start. In this blog post, we’ll take a look at “what to look for in an esports marketing agency”.

Understanding the Esports Landscape

First and foremost, you’ll want to find an agency with a deep understanding of the esports industry. This means they should have a good grasp of the different games, communities, and key players in the industry. Additionally, they should be up-to-date on the latest trends and developments, such as new technologies and platforms. A good agency will have a solid understanding of the esports landscape, which is essential in helping you to reach your target audience.

The importance of an agency with a deep understanding of the esports industry

Experience is also crucial when it comes to finding the right agency. Look for an agency that has a track record of successfully executing marketing campaigns for other companies in the industry. This will give you a sense of their capabilities and expertise, and help you to feel confident that they’ll be able to deliver results for your business.

It’s also important to find an agency that’s a good fit for your company’s culture and values. Look for an agency that shares your company’s passion for esports and is committed to making a positive impact in the industry. A shared vision will ensure that the agency’s goals align with yours, which will ultimately lead to better results.

Transparency and Communication

Finally, you’ll want to find an agency that is transparent and communicative. This means that they should be able to clearly explain their approach and strategies, as well as provide regular updates on the progress of your marketing campaigns. This will help you stay informed and involved throughout the process, and ensure that you’re getting the best possible results.

In conclusion, when looking for an esports marketing agency, it’s important to consider the agency’s understanding of the esports landscape, their experience in esports marketing, their fit with your company’s culture and values, and their level of transparency and communication. By keeping these key factors in mind, you’ll be able to find an agency that can help you achieve your esports marketing goals and succeed in this exciting and rapidly growing industry.

Starfall PR is an expert in the field of esports, with over 10 years of experience in esports & games public relations. Have a look through our website to see if our services align with your goals and reach out for a free consultation.

What marketing opportunities exist for brands in esports?

As the esports industry continues to grow, more and more brands are recognizing the potential for marketing in this space. However, figuring out the right activation for your brand might be difficult, which is why we listed six ways different ways brands can get involved and take advantage of the growing amount of opportunities in esports:


One of the most common ways for brands to get involved in esports is through sponsorship. This can include sponsoring individual teams or players, tournaments, or leagues. This not only helps to raise the brand’s profile but also creates an association between the brand and the sport, providing a powerful means to reach the intended target audience.


Brands can advertise during esports events, such as through streaming platforms or broadcast networks, to reach a large and engaged audience. In addition, advertisers have the opportunity to create bespoke in-game items and activations to engage with fans on a deeper level.

Content Creation

Brands can create their own esports-related content, such as video series or podcasts, to connect with fans and build a relationship with the community. They can also collaborate with popular esports content creators and influencers to reach a wider audience.

Product Integration

Brands can integrate their products or services into the gameplay of popular esports titles, such as through branded in-game items or virtual billboards. This allows the brand to reach a highly engaged audience in a natural and non-intrusive way.

Event Activation

Brands can host their own esports events, such as tournaments or meet-and-greets, to create exciting and authentic opportunities for fans to interact with the brand.

Live streaming platforms partnerships

Streaming platforms have become an essential element of the industry, some brands also partner with them. From co-creating live events to advertising to customizing their channels and content. Esports provides an exciting and rapidly growing opportunity for brands to connect with a young, tech-savvy, and engaged audience. By understanding the esports landscape and identifying the right opportunities for their brand, companies can successfully tap into this burgeoning market.

We would love to help you to find your first activation in the esports market.

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