How to Create a Video Game Marketing Press Kit

Imagine your game being featured on well-known gaming news sites.  That impact could augment your brand awareness and up your sales, wouldn't it? This is why the press is an integral part of the success of your game.

Before you release or launch your game, it may not "exist" to the public, but with press releases and media input, you can establish your game as new and exciting and put your business on the map. 

A study by HubSpot reveals that this type of brand consistency maintained across all marketing channels, powered by PR, can boost business revenue by 20 percent. Let's examine how the press can improve your brand presence in the global market. 

What is a press kit and why does it matter?

A press kit is a document that contains essential information about your company and products to educate those who are interested in writing about your organization without needing to contact you.

Every organization has both owned and earned media channels. While your website, blog, and social media pages are owned media platforms, the media coverage and reviews you get online are earned media platforms. Working on your press kit helps magnify your earned platforms and reach a wider audience, helping you establish your game’s credibility. But the press usually has an incredible amount of PR story requests each day. So, if you want excellent press coverage, you need a great press kit. Let’s look at what elements go into making a media kit the best. 

Questions you need to answer with the kit

Press kits are undeniably essential ingredients of successful game marketing strategies. Your media kit needs to tell the press what makes your game excellent and why should your potential audience opt for it. They need to know these elements to create a full-fledged release. In addition to covering the information about your game, your press kit also needs to mention what to do next so your target users can follow your game. Therefore, you must ensure your kit answers the following questions about your game. 

Who?

You must discuss who made the game by detailing elements about your studio, developers, and organization. You can furnish this information in a plain, straightforward manner or add a personal touch to make it more attractive. Ensure you cover your studio name and location, team size, and, most importantly, your publisher, if applicable. Additionally, citing your organization or game development experience will give your game an added advantage. 

What?

The "what" segment must include all the elements defining your game. The information presented in this section helps people know what your game is about by giving them complete coverage. Incorporate details like what the game is, as well as its genre, style, game narrative, and target audience. Try giving them a sneak peek by including captivating screenshots from your game that feature your logo, title, and headline. We will look at these items further on in the piece. 

When?

One of the primary reasons to work on your video game marketing press kit is to educate people about your game's launch date or any other important dates. Remember that the release date of your media kit will influence the details you mention. If you're pre-releasing the press kit way before your end product is ready, your content should create the hype your game requires without giving any specific details. Making this move will help you build a community around your game. Things like mentioning whether your game is backed by crowdfunding or Kickstarter funding; or citing if your product is in alpha/beta testing will help the press and your audience understand your game better.

Where?

You must ensure your audience knows where to buy, follow, download, or add your game. This information should be given in the sales information section. Rather than leaving the press directionless, you should also add links to your website, social media, and landing pages

Why?

As a game developer, you want to establish a strong connection with your target users and explain why your game is worth playing. This segment should do the same and help you build the rapport you’re looking for through a compelling storytelling process which is the heart of all your branding and marketing efforts. Also, explain your unique selling propositions by discussing any technological innovations, art, and gameplay elements that set your game apart. More importantly, if your organization or team received recognitions or awards from any outstanding organizations or forums, add them as well. 

How?

You'll need to provide information that helps your potential audience learn more about your game, how to add it to their wishlist /waitlist, and essential purchase details. See if you can add any images/videos that will help them through this process as a "how-to" guide rather than having to figure out everything themselves.  

What else should you include?

Striking visuals are inseparable from a video game press kit, as they help the press tell a story. Including images, videos, character lore infographics, GIFs, and more will give your potential audience the look and feel of your game. However, don’t give it all away! The quality of your assets is important, not the quantity.  

Laying it all out

At a basic level your press kit should contain the following:

Header image

Journalists are engulfed with endless PR coverage requests daily. Therefore, creating captivating media kits is essential to capture their attention. An attractive media kit needs to have a header image that shows why your game is unique as soon as the kit is opened. 

Description

A compelling description gives the reader the gist of what your game is, and any quick facts about the and the team. This section and the header should be close together.

Video

Videos have always been a vehicle to incite the interest of an audience. Capture your target market’s attention by showcasing a trailer or game demo. However, you need to know that your video can make or break the deal. Work with a gaming marketing agency that creates spellbound video concepts to help you leave a powerful impact on the press and your audience. 

Images

High-resolution screenshots and graphics of your game are necessary for any good video game marketing press kit. Showcase these assets to give the audience a glimpse of what’s in store for them.

Text

Writing in the third person helps the press grab pieces from your kit. Also, consider using words like gamers, users, or audiences to help them easily create your story. 

Coverage

If you've won any noteworthy awards or been featured in industry magazines, industry news sites, or newspapers, you must include them in your kit! Citing them in your media kit will position you as a thought leader in the press' mind. 

Press release

You must prepare a press release to include, which will make up much of the kit. Try including a selection of recent press releases from the last six months in your kit that feature your product launches and relevant company announcements. It should contain enough information for the press to quickly grasp what you’re featuring. 

Now that you know the elements of a compelling press kit, you're ready to draft one. Whether this is the first time you're crafting a media kit or you've done it before but aren't satisfied with the coverage you got, we understand that constructing a well-thought-out video game press kit can be difficult. But this isn't an issue if you collaborate with an accomplished video game marketing agency.

The team at Game Marketing Genie can help you construct a strategic and influential video game press kit that will bolster your game’s positioning in the industry and draw the attention of your target audience. 

Contact us today to get started on making your game amazing!