Advanced Press Tips for Beginners from Full Indie Summit 2014

Introduction Advanced Press Tips for Beginners from Full Indie Summit 2014

As an indie developer, it’s essential to showcase yourself and your game effectively to get press coverage. Crafting your story is just as important as crafting your game. In this article, I’ll explore tips and insights from journalists and industry experts on how to present yourself and your game to the press.

The most important problem that we are facing currently as gamedevs is the lack of visibility that we have when dealing with the press, as to try to make a ressonance of our messages, that will allow us to better communicate our brand as studio, or our games. Dealing with press is something that we will have to do, and better to know how do it correctly from the beginning, or we will have some problems along the way.

The video posted from the Full Indie Summit 2014, summarizes in a great way some insights on how to manage our relationship with press by John Polson:

i) don’t underestimate the power of word of mouth and recommendations that can arise from communication your game through all potential social networks and communication platforms

ii) Go for the journalist, not for the media, as you want to talk about your game with some one

iii) Put the same care in communication your game that you have put in actually making it.

iv) Don’t be afraid of animated gifs, as they can make your screenshots look like a videogame

v) don’t be afraid to show your game to journalists, even at alpha level, just be careful with the overall quality of each element of the game: title screens, loading screents, the game ,etc…

vi) When approaching Kickstarter, most of journalists are no longer interested in it, but rather interested in the backstory behind the people and the game

vii) Be careful of exclusives matters less and less, and can only reduce you audience. They are not important for indies.

viii) Don’t beg for coverage, expose your self and let your exposure talk for you

ix) don’t be afraid of live events, they can help increase with your exposure and there so with the previous point.

Know Your Audience

Before reaching out to the press, it’s crucial to familiarize yourself with the journalists and outlets you’re targeting. Research their work, interests, and the angles they typically cover. This knowledge will help you tailor your pitch and make it more appealing to each individual journalist.

Some key points to consider:

• Personalize your press releases and pitches to each journalist’s interests and writing style.
• Avoid generic descriptors like “retro-style” or “top-down” that may not stand out in a crowded inbox.
• Explain why your game will be interesting to the journalist and their readers.

Tell Your Story

Journalists are always looking for compelling human stories. Share the experiences and challenges you faced during the game development process. Be open about how these experiences affected your life and shaped your game.

Examples of indie developers who successfully told their stories:

• Adam Rippon, who based the lead character in Dragon Fantasy on his late father.
• Matt Gilgenbach, who shared his struggles with mental health and how they influenced his game, Neverending Nightmares.

Show, Don’t Just Tell

Make learning about your game engaging and thought-provoking. Use visuals, such as animated GIFs, to make your emails, websites, and social media posts more appealing. Journalists appreciate concise trailers that quickly showcase gameplay and highlight your game’s unique features.

Tips for creating effective media:

• Create a concise trailer that gets straight to the point and showcases gameplay within the first 20 seconds.
• Use animated GIFs to make your game look more dynamic in emails, tweets, and websites.
• Invest in high-quality photography of yourself and your team to cultivate a professional image.

Leverage Events and Networking

Attend game jams, local developer meetups, and industry events to showcase your game and connect with journalists in person. Word-of-mouth can be a powerful tool for generating interest in your game.

Success stories:

• Push Me Pull You gained significant attention at GDC thanks to the developers letting people demo the game using a laptop and controllers.
• Titan Souls, which started as a game jam project, became a journalist’s game of the year at E3.

Offer Exclusive Content Strategically

While some journalists appreciate exclusive content, others prefer to have open access to your game. If you decide to offer an exclusive, make sure it adds value to the journalist’s coverage and aligns with their outlet’s interests.

Factors to consider when offering exclusives:

• Provide a unique aspect or never-before-seen content that sets your game apart.
• Offer additional keys or developer participation in live streams or Q&A sessions.
• Be patient and give journalists ample time to respond to exclusive offers.

Key Takeaways Advanced Press Tips for Beginners from Full Indie Summit 2014

1. Research and understand the journalists you’re targeting to personalize your pitches effectively.
2. Share compelling human stories about your game development process and how it affected your life.
3. Use engaging visuals, such as animated GIFs and concise gameplay trailers, to showcase your game.
4. Attend events and leverage networking opportunities to generate word-of-mouth interest.
5. Offer exclusive content strategically, ensuring it adds value to the journalist’s coverage and aligns with their outlet’s interests.

By following these tips and insights from industry experts, indie developers can effectively craft their stories and increase their chances of getting press coverage for their games. Remember, building relationships with journalists and presenting your game in a compelling, engaging manner is key to standing out in a crowded market.