Navigating the PR Landscape: Expert Tips for Indie Devs

The indie gaming space is increasingly competitive, with discoverability being a major challenge for developers. As a result, public relations (PR) has become more crucial than ever for indie devs looking to successfully market their games. To effectively utilize PR resources, it's essential to understand the importance of building genuine relationships with journalists, reviewers, and influencers. This involves refining the traditional 'spray and pray' approach and instead, focusing on tailored pitches that resonate with the target audience. The first step is to learn from initial interactions and build relationships with key contacts. This can be achieved by deciphering which contacts have engaged with the initial approach and tailoring specific pitches to those who are likely to be interested in the content. Traditional enthusiast publications and YouTube influencers have different approaches to reviewing games, and it's crucial to understand these differences when tailoring pitches. For example, screenshots of gameplay may be effective for online publications, but not for Twitch streamers. The key to successful PR is to focus on a 'win-win' strategy, where both parties benefit from the partnership. This involves understanding the needs and interests of the target audience and tailoring pitches accordingly. By doing so, indie devs can increase their chances of securing opportunities for their game while building relationships with key contacts. The media landscape is constantly evolving, and journalists and influencers are now more sensitive than ever to their audiences' tastes and preferences. As a result, good quality PR has never been more important for indie devs looking to make a success of their latest titles. To kickstart a PR campaign, it's essential to have a strong first asset, such as a trailer or gameplay clips, that can grab the attention of the target audience. Creating a compelling trailer was a key step in the lead-up to the launch of Mortal Shell, which encouraged influencers to stream the game and promoted it to a wider audience. When utilizing creative assets, it's crucial to understand their impact and be flexible if they don't produce the desired outcome. If an asset generates strong engagement, it's essential to build on that success and adjust the strategy accordingly. In conclusion, the number one focus for indie devs should be on creating a 'win-win' strategy that benefits both parties. By lowering the barrier to coverage and tailoring pitches to the target audience, indie devs can increase their chances of success and build strong relationships with key contacts in the industry.