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A press release is a written document made to inform your reader–typically the press–of upcoming news. This may take the form of a brand or product announcement, a major milestone for your project, or inclusion in a festival or event. Press releases may seem archaic in a space where social media reigns supreme; however, those timely posts often begin with a press release. Nailing your press release determines feature coverage opportunities–and an uptick in business–so it’s vital to understand the mechanics of a press release for the highest chance of success. Most industries deliver news via press releases–especially the games industry–and here’s how it’s done.

Create a Captivating Headline

Your headline sets the tone for your press release; it appears as the first bit of information in a journalist’s inbox. Grabbing their attention with a captivating headline is often the difference between whether or not you secure coverage. 

As you draft your headline, keep the following questions in mind:

1. What is the most engaging aspect of my announcement?
2. What impression should my reader get, and what tone will accomplish that?
3. What is the appropriate length for this headline?

We’ll break these down individually. First, consider the actual content of your announcement: what makes it newsworthy? If unveiling an exciting partnership or acquisition, begin your headline with a well-known brand or group to attract reader attention. If you collaborate with a well-known IP on a project, that should be the forefront of your headline; for example, “Play as ‘Sailor Moon’ in Upcoming Action RPG.” A headline mentioning the Sailor Moon franchise grabs media attention, enticing them to read more.

You don’t need a flashy IP to guarantee press coverage; any story is engaging if appropriately presented. Your language should be succinct, punchy, and reflect the tone of the announcement; within video game PR, this means matching your language to your game’s genre. A first-person shooter evokes language such as “adrenaline-pumping, high-stakes,” and “tactical,” while a farming simulator feels “cozy,” “casual,” and “addictive.” Use target words often associated with the genre–action RPG or cozy idle game–to give your reader a feel for the tone. Ideally, your target list will include media contacts interested in your project’s platform and genre; a mobile reviewer will be stoked to see a new “Tamagotchi-inspired idle RPG” in their inbox!

If you find yourself struggling with your headline, save it for last. Drafting the press release gives you a solid idea of your tone, message, and key points, and those can be incorporated into your headline as a final step.

Nail the Mechanics

Like most genres of business writing, press releases follow a specific template. This streamlined format guides your writing process and standardizes the material journalists wade through daily. Below are the six essential parts of a press release and a brief detail of their function.

1. The headline, as discussed, is the title of your press release. Averaging ten words or less, this is the first part of a pitch that your media contacts will see. 
2. The subtitle follows the headline, offering more details about the story you’re introducing. The subtitle may include the title, developer/publisher information, important dates, or key figures. Numbers fare exceptionally well in subheadings, as they offer bitesize performance indications. 
3. The dateline references the date your press release is distributed and from where. The city and country should always reflect the physical location of the project, not the writer. So, a New York-based PR writer distributing information about a game developer in Munich, Germany, will cite Munich in their dateline. 
4. The body of your press release is a detailed explanation of your announcement. The body addresses the “five Ws” (who, what, when, where, and why) and often includes a quote or testimonial supporting your project. The body of your press release ranges from 300-500 words, averaging 3-4 brief paragraphs. 
5. The boilerplate is often referenced as a press release’s “About Us” section. As with the dateline, the boilerplate reflects the company on whose behalf you’re writing the press release, not the author’s bio. The boilerplate is one paragraph and addresses an organization’s founding, purpose, executives, and social links. 
6. The end of a press release should always be identified with End, as it separates the text from any assets that may be attached to the email. Additionally, this allows further text to be attached to the end of your press release with your consultation.

Keep it Short and Sweet

A common mistake when drafting press releases is repeating information. This happens most often between the headline, subtitle, and first sentence of the body. As you write, focus on moving the press release forward with a few considerations:

• • Introduce your topic
  • Offer relevant context
  • Anticipate common questions and address them, include quotes, links, or statistics
  • End the document with contact information for further inquiries

There is no guarantee that a press release will match your coverage expectations. The media landscape is constantly evolving, and what is trending one day can be brushed over the next. Regardless of when and how it’s distributed, writing a solid press release significantly increases your media exposure and sets you on a path toward success. A consistent media presence brings your news directly to a journalist’s desk. Press releases follow a formulaic template, and becoming literate in press release writing makes you a massive asset to your company and your project. If you need help throughout the process, don’t hesitate to reach out to our team!

PR and marketing are often mentioned alongside one another; Google searches boast “PR and marketing strategy” or “What is the difference between PR and marketing?” These questions are essential, particularly in the indie development space. Studios distribute resources carefully and identify opportunities that provide the best payoff for investment. When approaching your project’s PR and marketing strategy, the two should not be mutually exclusive. In truth, each has benefits and shortcomings; combined, however, they address each other’s weaknesses, and a successful launch strategy knows where and how to use both. 

Public Relations

Public relations (PR), particularly within the gaming industry, is a proven way to get exposure for your project. Beyond increasing visibility, the effects of a successful PR campaign can positively impact your brand, as well. PR addresses a brand’s reputation, investor profile, and media relationships; it casts a wide net with techniques such as press releases, target outreach, and media placement. A successful PR strategy brings in earned coverage from target outlets through both personal outreach and mass distribution. Examples of PR coverage include:

• Press release publication on target outlets, whether through personal pitching or press wire distribution
• Requests for quotes or an interview to include in a published article
• If presenting a product, request for a sample or trial to review in a future publication
• Attending public or private events to raise awareness of your brand
• Crafting a public relations campaign using recognizable imagery and catchy slogans to permeate the market

Public relations place your brand at the forefront of media, often without the prerequisite of paying for sponsored content. Beyond getting your brand known, PR increases your brand’s reputation and consumer trust, as the promise of earned media implies unbiased coverage. While the macro-implications of PR benefit your brand as a whole, the broad nature of its outreach is time-consuming and might not be practical against smaller target audiences. Within the video game industry, for example, finding a news outlet for people who enjoy multiplayer party games might be difficult, considering the specificity of the demographic. While an article on a general games outlet will increase sales, a sponsorship with a content creator whose audiences engage in party games will ensure more interest. Social media marketing should be paired with PR for complete exposure when planning your game’s launch campaign. 

Social Media Marketing

Digital marketing secures sponsorships and product placements with a budget. While PR uses resources that cast a broad reach to maximize earned coverage, social media marketing identifies specific target groups to propose a paid opportunity. In an increasingly digital age, examples of social media marketing pepper our news feeds. Within the video games industry, the following are examples of social media marketing:

• Sponsored banner or advertisement on a website’s homepage
• Paid inclusion in a listicle (ex. game night recommendations)
• Paid influencer collaboration
• Paid advertisements on social media platforms

The process of social media marketing includes creating ad content, publishing your ad on target outlets, and arranging sponsored content with industry creators. While neither method is foolproof for ensuring coverage, the promise of a sponsorship entices more content creators–particularly with larger platforms–versus the earned nature of PR.

So, which one?

The question shouldn’t be PR or marketing; a combination of PR and marketing is the most effective way to earn exposure for your game. While PR has the highest chance of reaching the greatest number of people, social media marketing ensures your project will be seen by the demographic you’ve designed it for. Therefore, in planning a launch strategy for your indie title or brand campaign for your studio, PR and marketing should be viewed as two halves of the media whole. Marketing is targeted, and outreach and organization often take less time than identifying and following up with journalists and creators for coverage. Managing your marketing budget and organizing sponsorships may fit your schedule, but PR is often a heftier task; organizing a PR campaign, investing in distribution resources and databases, drafting pitches, and managing coverage opportunities is usually handed off to a PR agency. If you’re thinking of a launch strategy and don’t know where to start, Starfall PR is happy to outline a proposal with PR and marketing opportunities. Wherever you’re at, we’ll meet you there.

It’s all in the details.

On average, games require 6,000 wishlists to appear on Steam’s “Popular Upcoming” list. A spotlight on the homepage can significantly increase wishlist numbers, demo downloads, and sales, but how can you reach this 6,000 wishlist target? Before considering any paid opportunities, there are a few preliminary steps to boost your Steam page’s numbers.

Optimize Your Steam Page

Before anything else, review your Steam page and optimize its content for peak visibility. If your page’s impressions and wishlist conversions are low, then it’s time for a change. Optimizing your Steam page doesn’t mean an overhaul; instead, focus on minor details and track whether they increase traffic effectively. If your page has gameplay images, consider replacing them with gifs to draw attention. This will encourage visitors to learn more through your game’s description and showcase your gameplay graphics more robustly.

Similarly, design a few different capsule images and rotate through them bi-weekly; this will entice players who may have seen your game before but didn’t resonate with the previous capsule image. Beyond graphic designs, your language should appropriately reflect your game’s tone. Don’t take a formal approach; keep your style lighthearted and endearing if your game is a cozy farming sim. Use line breaks to create tension and sharp imagery for a horror title. Allow players to experience your game through your Steam page and entice them to purchase! If you’re looking for a fresh set of eyes on your page, we’re happy to help.

Host a Giveaway

Although they don’t boast the highest conversion rates, hosting giveaways significantly increases traction on your Steam page and wishlist numbers. Opting for a giveaway is a safe bet if you’re in a pinch to hit 6,000 before your upcoming release. Hosting a giveaway on your Twitter or Discord grants you control over submissions and the selection process while increasing your Discord or Twitter community. Prizes don’t have to break the bank. These may include exclusive wallpapers or avatars inspired by your game, an early access build, a defining role on Discord, or a stream with the developers. If you want something bigger, tech gadgets (televisions, gaming consoles, etc.) and Steam gift cards make popular prizes. To win, players must follow your socials, like/retweet content, wishlist your game, and refer a friend. For a more hands-off approach, sites like Vast.gg will host giveaways created on their platform; Vast.gg has a significant following, so receiving entries is a guarantee. Just sit back and watch the wishlists roll in!

Send Press Kits

To pitch your game for coverage, all journalists require a press kit with screenshots, banners, trailers, and other available materials ready for publication. Preparing a press kit is valuable for several reasons; beyond its requirement by journalists, it also prepares content for your social media and marketing materials for other outlets that choose to pick up your game. It’s an opportunity to showcase your game’s artwork, catchy title, or gripping trailer and drive traffic to your Steam page for further information. Digital press kits have become the standard; however, consider the benefit of physical press kits. If you’re planning an influencer campaign or would like the attention of a large media outlet, sending a physical press kit differentiates you from the hundreds of emails they receive daily. A physical package includes custom merchandise, keys, and small props that can be featured on stream or as a desk accessory. Physical press kits are a pricier option. However, if you’re looking for the notice of high-profile streamers and journalists to encourage traffic to your Steam page, they are a worthwhile investment.

Participate in Steam Events

Throughout the year, Steam frequently hosts sales for currently published games and spotlights newly released demos. Steam Next Fest, occurring three times a year, boasts the opportunity to highlight your game and drive wishlist numbers. During Steam Next Fest, a game demo must be available, and your Steam page should be updated with the latest graphics and gameplay details. Streams are also encouraged during Steam Next Fest, so setting aside time to stream–or pre-recording gameplay to put on loop that week–will get more eyes on your game. When selecting one of the three dates to participate in, select the Steam Next Fest closest to your game’s release; recent wishlists are more likely to convert to sales! To garner attention for your demo during Next Fest, draft and distribute a press release announcing your participation; many outlets spotlight their favorite games during the festival, and a press release is a great way to draw attention. They can be challenging to draft with little experience–and difficult to distribute without the proper contacts and software–so let us know when you need your next press release!

Generating wishlists cannot be reduced to a science, and there are no guarantees these approaches will work best for you. However, investing time into your Steam page, staying consistent on social media, and pushing the message out about your release are positive business practices. Send us a message for a more tailored approach to increasing interest in your game, and we’ll find what’s right for you!

We’re all familiar with an indie title that seemed to reach record success overnight; alongside the latest AAA releases, a game from a previously unknown developer or studio skyrockets to the top of Steam and console sales. Whether you have been following an indie game’s development from the beginning or your investment started with its download bar, seeing a small studio reach this kind of success is refreshing in an industry dominated by AAAs. 

Indie developers aren’t provided with an exact formula to ensure this level of popularity; most of the time, it just happens. When a game is released, however, it is only as strong as the fans that support the hours of work that went into it. A game reaches the top of the charts when fans buy into the concept and champion the game wholeheartedly. Thousands of indie games deserve this attention, and as a fan, you can make that happen. There are many ways you can support your favorite indie games–beyond purchasing a title on launch day–that can help bring a them into mainstream conversation. 

Take To Social Media

Without a large marketing budget and high-profile contacts, many indie developers and studios take to social media to celebrate their game’s progress–notably on X, TikTok, or Reddit. Whether or not a post gains traction is up to users who share, repost, and upvote. If you want to support an indie game or studio further, follow their social media accounts and share progress as they post about it. This connects you with others who are as invested in the game as you are, but it also grants free exposure to titles needing a larger following.

Become a Day One Fan

If you discover a game in its nascent stages of development–whether on social media or while browsing online storefronts–showing support from its inception can have preferential benefits for you and the developers. As mentioned above, showing support on social media helps generate buzz around a title’s release. Beyond that, however, supporting a game in its early development stages might offer you early access to it. If the studio or game has a Discord server, they may schedule playtests with community members to gain valuable feedback for future updates. Not only can you support the progress of the game, but you can be part of its development!

Shop Smart

Indie games are available on various platforms; developers may publish them on Steam and console storefronts or upload them to sites like itch.io, which encourages indie game discovery. Though not a significant difference, itch.io offers developers a higher profit per game sold than Steam and other console stores. If you’d like to see more games from a studio or developer, ensuring they have financial means is a great way to support them. Additionally, a game may rely on a Kickstarter for funding; if you can donate, your contribution can go a long way. 

Beyond purchasing a game, leaving a review is one of the most important ways to support a game you love. Reviews push games higher in popularity, notoriety, and reputation. Getting a title higher on a “Popular and Upcoming” list and ensuring it has stellar ratings will incentivize audiences to purchase.

Unfortunately, indie game success isn’t formulaic, nor is it as certain as the attention big-budget titles receive. Regardless of budget and notoriety, however, there are specific steps fans can take to champion their favorite titles. Looking for your new obsession? Check out a few upcoming indies to add to your wishlist!

Setting your video game up for success begins long before release day. Alongside the hours you’ve poured into its narrative development, game mechanics, and art style, you’ve considered your game’s audience and how you’ll reach them. How can you grow wishlist numbers and garner buzz across social media platforms for a digital release? For a physical release, how can you increase your first-week sales? While your game’s most rewarding marketing beats happen close to launch, there are steps you can take to grow your audience in advance.

Set Goals

Before committing to a plan, understand the benchmarks you’d like to reach with your game’s release. If it’s a PC launch, how many wishlists should you expect? Would you like to port it to consoles? Should you self-publish or work with a publisher? Answering these questions definitively is impossible; however, research will help guide your expectations. Find games similar to yours in size or style and observe their wishlist numbers, cross-compatibility, and social media presence. Your game may not reach Mario levels of success, but setting small goals for yourself will give you focus points to pursue alongside production.

Speak Up

As with most industries, networking can significantly impact your game’s sales. Journalism remains an influential subset of the video game industry, and landing a feature on these sites will prove fruitful for your download numbers. While journalist contact information is often published on the sites they write for, they maintain casual relationships on Twitter, where their interests are expressed more personally. It’s a good idea to follow journalists who cover your game’s genre; often, when notified a developer or studio has followed them, they will follow back. Getting onto the Twitter timeline of these journalists is essential for your game’s exposure and begins to build a connection with journalists interested in your work. In the future, they may cover your game on one of their sites, or your relationship may strengthen to the point of pitching your game to them personally. If you’re looking for in-person networking opportunities, attend a local gaming convention or festival. There, you’ll find developers, publishers, and journalists, all of whom attend to connect with other industry professionals.  

Be Present

The digital networking mentioned above is only as effective as your dedication to consistency. Posting about your game every couple of weeks–or only when there are new developments to share–lacks the momentum of a consistent social media presence. As you connect with relevant journalists and influencers, pepper your timeline with gameplay clips, development updates, character mock-ups, or story developments. As you build your social media presence, consider looking back on your development process for interesting changes or inspired moments that may have occurred. You’ll be left with ample social media content and a multi-faceted look at your game beyond the usual development updates. 

Team Up

Researching and setting goals, maintaining a consistent online presence, networking with other industry members, and managing your marketing content are challenging when added to the already strenuous game development task. If you find yourself without the time, consider partnering with a PR agency to ease the burden. An agency grants you access to a curated network of journalists and influencers, many of whom have strong relationships with PR agents. These teams can draft press announcements, connect with journalists, and schedule campaigns, leaving you to focus on what’s important. At Starfall, we understand that game development is unpredictable, and some months will be busier than others. We introduced several new PR packages –including a PR-Lite plan, as low as $500 per month–to maximize your time and investment.

Growing your game’s following should be a marathon, not a sprint. As you begin strategizing your marketing approach, set expectations for yourself that will keep you motivated and on target. Network with others in the industry to gain valuable exposure and insight, and remember, we’re here for your final push to publication.

As an indie game developer, you have likely poured your heart and soul into creating a game that you believe in. However, the process of getting that game into the hands of players can be a daunting task. One of the most important steps in this process is PR, or public relations. In this blog post, we will explore some strategies for doing PR for your indie game.

1. Reach out to game journalists and bloggers: Building relationships with writers who cover indie games is a great way to get the word out about your game. Send them information about your game, including a press release, screenshots, and a trailer. Be sure to personalize your outreach and let them know why your game is unique and worth covering.
2. Use social media: Platforms like Twitter, Instagram, and Facebook are great ways to connect with potential players and build a community around your game. Use these platforms to post updates, screenshots, and videos, and engage with your followers. Posting a simple clip on /r/indiegaming is also a great way to get noticed by a community that loves indie games.
3. Submit to game festivals and events: Look for game festivals and events that accept indie games and submit your game to be considered. This is a great way to get your game in front of a large audience and can lead to coverage in the press.
4. Optimize your steam page: Make sure to create a Steam page filled with good assets like a trailer and multiple screenshots. Having an up-to-date release window also helps you to get in the popular upcoming page.
5. Join online communities: Join online communities of game developers and players and use them to promote your game and get feedback. This is a great way to connect with other developers and players and can help you build a community around your game.
6. Make a demo version: Making a demo version of your game available for people to play is a great way to get feedback and create buzz. This can also help you to generate interest in your game before it is released.
7. Reach out to streamers and YouTubers: Reach out to popular streamers and YouTubers and ask them to showcase your game on their channel. This will help you to get more visibility and can lead to more players discovering your game.
8. Use email marketing: Build an email list of people who are interested in your game and send them updates, screenshots, and videos. This is a great way to keep in touch with your fans and let them know what’s new with your game.

In conclusion, doing PR for your indie game is essential to getting it in front of players. By using a combination of these strategies, you can build a community around your game and generate interest in it. Remember that you should always be looking for ways to improve your game based on feedback and be prepared to adapt your strategy as you go along.

If you need help with your public relations strategy, reach out to us!

The esports market has grown significantly in recent years, and it shows no signs of slowing down. The global esports market size was valued at $1.1 billion in 2020 and is expected to reach $1.79 billion by the end of 2023, growing at a CAGR of 11.3% during the forecast period.

One of the main drivers of this growth is the increasing popularity of esports among both fans and investors. The number of esports fans and viewers is expected to reach 646 million in 2023, up from 443 million in 2019. This increase is largely driven by the rise of online streaming platforms, such as Twitch and YouTube, which have made it easier for fans to watch and follow their favorite teams and players.

Another factor contributing to the growth of the esports market is the increasing level of investment from major companies and organizations. Many traditional sports teams and organizations have invested in esports, and major brands such as Coca-Cola, Intel, and Red Bull have also entered the space.

The Asia-Pacific region is the largest esports market, accounting for over half of the global esports market revenue in 2020. China is the largest contributor to the esports market in the region, driven by the popularity of mobile games such as Honor of Kings and PUBG Mobile. North America and Europe are also significant esports markets, with the US and Western Europe being major contributors to the overall market revenue.

Esports tournaments are another major revenue generator for the industry, with major events such as The International Dota 2 Championship and the League of Legends World Championship drawing in large audiences and offering substantial prize pools. The industry is also benefiting from the continuous investment and partnering with major traditional sports clubs, organization and facilities.

In conclusion, the esports market is a rapidly growing industry with a huge potential for future growth. With increasing popularity among fans and investors, and a growing number of major companies and organizations investing in the space, the future looks bright for esports.

If you have any questions regarding esports, or if you’re trying to find out if esports is a fitting market for your organization, reach out to us!