SlideShare a Scribd company logo
Free publicity!
Evangelizes the games industry to a
global audience
Backs up publisher claims
Hypes new releases, updates, and innovations
Media
Used in promotion, press releases,
UA campaigns, TV ads
GIVES YOUR GAME…
Informs store Editors
To PR?
Or not to PR?
When to start “doing” PR
“Constant”
PR you can
do yourself
YouTube
Facebook
Twitter
Google+
1 week
When to start “doing” PR
1
month
Pitch journalists with a
news story about your
game launching.
Find an angle.
3 weeks
If successful with news
coverage, invite
journalists for a hands-
on preview.
If not, pitch another
news story with
different angle.
2 weeks
Send out review
promo codes to
editors
Review published.
Drum up social media.
Game
Launch
Research the journalist and publication
Adjust your pitch accordingly
Do your research
Pitch beyond news and reviews
Journalists 
Don’t go social
Publish date
Press release
Press release
(be formal)
Subject line
Email intro
(be friendly)
Opening paragraph
Why should I care?
SCREENSHOTS
Second and third paragraphs
Give me more detail. Release
date, pricing, platforms, target
audience
Final paragraph
Quote from senior company member
explaining news or launch
“About Company” section
Include a paragraph at the end detailing your company’s
background, ethos, HQ, and employees.
Summary: Press release structure
Screenshots
/ Artwork
Gameplay
video
Grammar
Audio and
visual
/ 10
Gameplay
/ 10
Innovation
/ 10
Value
/ 10
Overall
/ 10
Review criteria
“This game is worthless. If you play it, even out of a sense of morbid curiosity after
hearing how bad it is, you will feel debased and regret the time you’ve lost. If you
spend money on it the sense of injustice will transform you into a tougher, wiser, but
ultimately sadder person.”
1
4“This game is pretty bad. It falls just short of being forgettable,
which means that its failings – but not its merits - are severe enough
to be memorable.”
5
“This game is average. It’s not enjoyable, but nor is it unenjoyable exactly.
When somebody asks you how it was you can’t think of anything to say, so
you flatly exhale and wander off in search of a snack.”
7
4
“This game is really quite good. Not everything works – the graphics may be
a bit drab, the controls may be a bit flaky, the story may be a bit dull – but
what matters is that most of it is fun. At university, this would be a low 2:1.”
9
“This game is brilliant. Not only does it look great and play well, but it also
exhibits an extra spark of creative inspiration that you just can’t learn about in
your precious books.”
10“This game is magnificent. If you like games in this genre, there’s a reasonable
chance that this will become your favourite game, and even if you don’t tend to like
this sort of game you should probably give this one a go just in case. It’s almost
impossible to conceive of how it could be any better.”
How to get media coverage for your game

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How to get media coverage for your game

  • 1.
  • 2.
  • 3.
  • 4. Free publicity! Evangelizes the games industry to a global audience Backs up publisher claims Hypes new releases, updates, and innovations Media Used in promotion, press releases, UA campaigns, TV ads GIVES YOUR GAME… Informs store Editors
  • 5.
  • 6. To PR? Or not to PR?
  • 7. When to start “doing” PR “Constant” PR you can do yourself YouTube Facebook Twitter Google+
  • 8. 1 week When to start “doing” PR 1 month Pitch journalists with a news story about your game launching. Find an angle. 3 weeks If successful with news coverage, invite journalists for a hands- on preview. If not, pitch another news story with different angle. 2 weeks Send out review promo codes to editors Review published. Drum up social media. Game Launch
  • 9.
  • 10.
  • 11.
  • 12. Research the journalist and publication Adjust your pitch accordingly Do your research
  • 13. Pitch beyond news and reviews
  • 14.
  • 16. Publish date Press release Press release (be formal) Subject line Email intro (be friendly)
  • 17. Opening paragraph Why should I care? SCREENSHOTS Second and third paragraphs Give me more detail. Release date, pricing, platforms, target audience Final paragraph Quote from senior company member explaining news or launch “About Company” section Include a paragraph at the end detailing your company’s background, ethos, HQ, and employees. Summary: Press release structure Screenshots / Artwork Gameplay video Grammar
  • 18.
  • 19. Audio and visual / 10 Gameplay / 10 Innovation / 10 Value / 10 Overall / 10 Review criteria
  • 20. “This game is worthless. If you play it, even out of a sense of morbid curiosity after hearing how bad it is, you will feel debased and regret the time you’ve lost. If you spend money on it the sense of injustice will transform you into a tougher, wiser, but ultimately sadder person.” 1 4“This game is pretty bad. It falls just short of being forgettable, which means that its failings – but not its merits - are severe enough to be memorable.” 5 “This game is average. It’s not enjoyable, but nor is it unenjoyable exactly. When somebody asks you how it was you can’t think of anything to say, so you flatly exhale and wander off in search of a snack.” 7 4 “This game is really quite good. Not everything works – the graphics may be a bit drab, the controls may be a bit flaky, the story may be a bit dull – but what matters is that most of it is fun. At university, this would be a low 2:1.” 9 “This game is brilliant. Not only does it look great and play well, but it also exhibits an extra spark of creative inspiration that you just can’t learn about in your precious books.” 10“This game is magnificent. If you like games in this genre, there’s a reasonable chance that this will become your favourite game, and even if you don’t tend to like this sort of game you should probably give this one a go just in case. It’s almost impossible to conceive of how it could be any better.”

Editor's Notes

  1. 7
  2. 8