Video Game PR: 10 Top Tips – 2. Make Everyone’s Lives Easy

Welcome back, after a quick Christmas break, to our top tips for video game marketing and PR. Number two: helping people to help you…

I used to work as a games journalist. I tell you this to provide a bit of context as to why I’m so certain that, if you get this tip right, you’ll immediately bounce yourselves above at least 50 percent of other developers in the race for coverage.

So yes, I used to work as a games journalist. During those years I created for myself a bit of a niche: that of weird indie games. A lot of people are writing about weird indie games now, but back then very few people were, which is why I ended up writing a couple of regular columns about them as well as fairly frequent indie reviews at places like Eurogamer. And there was one thing that got my goat more than anything else: indie developers who provided me with no way of getting in touch.

It sounds like a really basic thing, but apparently it’s often overlooked. I’d receive mailshots from no-reply email addresses, then head to the game’s website to find only a link to an abandoned Facebook profile on the Contact page. One developer only had a Steam user profile to link to.

The particularly frustrating thing about this is that the only reason I needed to get in touch in the first place was because their original pitch to me didn’t include the things I needed in order to write about the game.

Things like a trailer, high-res screenshots, and quotes from the developer were all missing from that initial point of contact. Without them, pushing out a story on the game in question would have been very difficult, and involved taking time out of my day to go dig out these things myself.

That might sound lazy and entitled, but the truth of the matter is that journalists are exceptionally busy people who receive tens of pitches per day from indie developers just like you. The easier you can make their lives, the more likely you are to get coverage.

So yes, make sure you have some way of getting in touch with you clearly displayed on your website. But go the extra mile and provide screenshots, videos, playable builds and quotable sentences where possible, and you’ve just sneaked ahead of half your competition.

Quick edit: I should say that, in this day and age, this goes for publicly consumable media too. Your followers should be your best friends. They are the people who will share your content via social media and the like. Speak to them. Be a person.

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