How to Share Your Video Game's USP to the Press

Video games explore new worlds and untold stories, guiding players to feel emotion and conflict, and can also engage players in a meaningful, memorable, and influential way. But it's not all just escapist fun — you've got to work hard to get your game to this place.

Receiving the right press coverage and creating hype to target the right audience for your game are some of the most crucial elements of all video game marketing strategies. But how do you get press coverage to promote your game and effectively pique your audience's excitement? 

But first things first, let's get an understanding of what makes your game unique and newsworthy.

Before we begin, here’s a brutal truth

No one pays attention to news that isn’t interesting. This is especially true for journalists. So no one will care unless you have an interesting hook or USP (unique selling proposition) for your video game. Developers need to think about their games in terms of marketability - a winning difference that sets them apart and makes them the only real choice for players. The brutal truth is that if you can’t think of a USP that sets your video game apart in comparison to other games, your PR efforts aren’t going to perform well. 

What is a unique selling proposition?

Before pitching your product to your target audience, you must understand what makes it unique. In marketing, this is known as a USP. At its core, a USP should promptly answer a potential customer's most immediate question: "What makes you different from the competition?"

The number of video games on the market has increased exponentially, so how do you get yours to stand out and get your audience to play it? It's easier than you think - find your USP. Your USP should play to your strengths and be based on what makes your game "uniquely valuable" regarding an aspect your target audience truly cares about. Even if what you sell is not 100% unique, the message you choose to focus on should be the one that your competition doesn't. 

Finding, testing, refining the USP

Finding, testing, and refining the right USP will give you a competitive edge. A good start would be to consider these points — be assertive and make a conclusive case against your competition, target what your audience truly cares about, and develop a value statement communicating what sets your product apart. Once you understand your target market, competition, and industry, you can start narrowing down your USP. Ask the following questions to gain further clarity:

• Who is your video game’s target audience, or, who is your game for? 
• What makes your game so special, or, what does it offer better in comparison to other games in your niche?
• What inspired you to make this game?
• What does your video game add to the industry or your game’s genre that other games don’t?
• What sets you apart? Is it a unique story, soundtrack or a twist on gameplay mechanics?

Once you answer these questions, you can develop your video game's USP. Start by identifying all the potential differentiators of your video game and get specific. Research the competition well by deep diving to understand your competitors and their USPs, and identify gaps where you can introduce your game differently. Compare your most unique elements against your target audience's needs and identify any pain points you can appeal to, especially the ones your competitors have left out. Finally, compile all the data you have collected. Take this information and sift through it to single out your strongest USPs, and don't forget to weave it into different aspects of your business - brand, logo, slogan, etc.

Refine your USP by ensuring that you highlight whatever makes your game special, and keep it simple so that people can easily understand and relate. The goal is to have hooks that showcase your game's gameplay to impress game journalists and reviewers, plus a "bloggable" factor that any general blogger or reporter would find interesting. Your game marketing arsenal should include both elements before you start reaching out to the press. 

Quick recap: USP cheat sheet

• List out what you know about your target audience.
• List out all the unique elements of your video game – these are all potential selling points. Screen them against trends and competitors. 
• Eliminate the unique selling points that are already being met by competitors. You are looking for a gap in the market.
• List out all potential USPs and match each against what your game is especially good at.
• Survey a small group of people in your target market to pick the strongest USP for your game.
• Check your USP for - a strong benefit, uniqueness, good recall and right target segment.
• Monitor trends and new competitors that could affect how gamers see your USP.

Need inspiration? Consider this impactful USP example

The best way to understand what makes an impactful USP is through an example. Check out Saddleback Leather’s killer USP and learn how they got it right.

Their tagline: “They’ll fight over it when you’re dead.”

Their tagline is a statement that instantly conveys the unique value of Saddleback’s products - this product is built so well that it will outlive its owner. The messaging also directly communicates their 100-year warranty, which again backs the promise that the products will last you a lifetime.

Because Saddleback is a high-priced everyday carry product, longevity is a unique selling point against other brands that offer to change stylish trends and cheap solutions to an expensive look. Taking the “reasonably-priced, affordable” competition head-on, Saddleback Leather even took an opportunity to create a clever “how it’s made” video that reinforces the quality of their craftsmanship.

Get ready, get noticed, get big

Your USP should drive the development of your gaming business and your marketing strategy, whether creating a website or a logo or sharing it with the press. Always ask yourself if your USP communicates the product you are offering. When sharing your game’s USP with the media, include a gameplay trailer, high-resolution screenshots, logos, banners, and a press release providing information about the game and details of the company releasing it. The secret to preparing a complete package for the press is in designing a good press kit.

Find out more about creating an amazing press kit in our blog How to Create a Video Game Marketing Press Kit.

Sharing your game’s USP with the press

Your game has to be news. And what exactly counts as news? Well, in order to answer this, consider these variables:

• Is it a new game?
• Does it boast of any game-changing new features or technology?
• Is there a special event?
• Are you announcing a partnership?
• Has new research been published?
• Did you get an award?

The basic structure of all mass media communication, from journalism to PR to marketing, packages three main elements – the lead, the body, and the tail. It’s relatively straightforward — start with the most essential information and gradually work into the final details.

The lead typically includes the hook (or USP) and the most critical information - who, what, where, when, and why in about 40 words. The body contains the most crucial information, including the story, background, details, logic, quotes, photos, video, and audio that supports the subject in about 300 words. The tail consists of any extra or related information in about 70 words. By following this basic structure within your press releases, you provide a wholesome story for the Press and simultaneously moderate the content. 

Get it out there

The creation and presentation of the pitch is one of the critical elements for ensuring the success of any video game, yet it is routinely overlooked. Note that a successful pitch comes from being a good salesperson. To become one, follow these guidelines and increase your success rate!

• Know your audience to find out what they are interested in, and play to their strengths. This will establish that you're a good fit for them and also help you narrow down the scope and style required for the pitch.
• Know your product to ensure that everyone on your team knows every aspect of what the game is going to be about. This is important because it reinforces the fact that the team knows the game and believes in it. 
• Know your elevator pitch to spark the interest in what you're selling. A brief, persuasive speech, lasting no longer than the time it takes to get on and off an elevator ride, can convince the audience to invest in your idea. It needs to spark the imagination. 
• Know your strengths and prepare something special. Remember, you need to make every element of your pitch walk towards that goal. The best way to get this done is to arrange for an interactive gameplay prototype followed by a non-interactive video presentation of gameplay, concept art and environment views cut like a short trailer. Finish with a presentation complimented with supporting materials.

Market it!

You've taken the time to craft an appealing video game USP to share with the press, so what's next? You'll need to market it! The first step is to ascertain who to reach out to. To do this, you'll have to engage in some research. Go to the same platform your game is or will be on, find similar games that are doing well, and make a list. Next, research each game and find out which news platforms have covered it. Check the websites to determine if getting a write-up from that news source would benefit your video game. If so, find the article's journalist and pen their details. Add the names you find during this process to your official press list.

When emailing your video game's USP to the press, make each email pitch unique - add a personal touch. Address the journalists by their name in the email, and reference a few previous articles they've written to establish that you've done your research and have a tremendous newsworthy video game to pitch. Finally, keep your email short and include links to your website's game and press kit page.

The final word - leave them wanting more! Promote the best aspects of the game, elaborate on the USP, and offer the promise of the game being even better than what you've shown. Keep these in mind when you approach the press with it. 

Everyone wants to stay ahead in the marketing game. It’s understandable - you want to beat the competition, attract more attention, and sell your game. Getting your game out there isn’t easy if you don’t know how to create a full-fledged marketing campaign. The team at Game Marketing Genie can help you effectively promote your game and make it newsworthy. We are the right choice gaming marketing agency to help you achieve your goals - and when it comes to coverage our formula is simple!

More coverage = more gamers, and more gamers = happy game devs!

Our goal is to help brands connect with their community through strategic planning, custom marketing campaigns, and data-driven, bias-free advice. Let's chat today so we can help you build a genuine connection with your players.

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