A Comprehensive Guide to Creating an Effective Press Kit

When journalists and influencers seek information about a specific game, they often turn to a press kit for the necessary details. Press kits have become an essential tool for game developers of all sizes, providing a centralized platform for sharing information about a title, its story, and development team. The primary objective is to present all relevant information about a game in a single, easily accessible location. In this guide, industry experts share their insights on the fundamentals of creating a press kit, including what to include, how to set it up, and how to make it available to the right people. Key considerations include understanding the purpose of a press kit, identifying the essential elements for indie developers, determining the best hosting options, and avoiding common mistakes. According to Lincoln Davis, publishing director at Polyarc Games, a press kit serves as a platform to educate media, streamers, and influencers about a studio and its latest news. Michael Schade, CEO of Rockfish Games, notes that the low barrier to entry in game development has led to increased competition for media attention, making it crucial for developers to have a professional press kit. Max Wrighton, game director at Half Past Yellow, emphasizes the importance of observing marketing trends and seeking advice from industry peers when creating a press kit. A basic media kit should include information about the game, such as its name, developer, platforms, price, and release date, as well as details about the development team and a variety of assets. Martin Robinson, former editor-in-chief of Eurogamer, recommends keeping press kits simple, with a focus on providing high-quality artwork, screenshots, and trailers. Lee Guille, communications and PR director at Rockfish Games, stresses the importance of curating and organizing content, ensuring that information is transparent, concise, and relevant. From a marketing perspective, Guille advises focusing on fact-forward copy, avoiding tone overload, and providing value to the audience. Katharine Castle, editor-in-chief of Rock Paper Shotgun, highlights the need for press kits to explain a game's mechanics, central hook, and unique features. When it comes to visual assets, Davis recommends prioritizing images that pique interest, providing high-resolution formats for PC and mobile devices, and showcasing the studio and its team. Guille cautions against over-touching screenshots, emphasizing the importance of authenticity and transparency. Key art, videos, and GIFs can also be effective tools in a press kit, but it is essential to find a balance between too much and too little content. Providing contact information, including email addresses and relevant PR contacts, is also crucial. Game studios can host press kits on various platforms, such as Dropbox, Google Drive, or Terminals.io, and should consider ease of use and accessibility when selecting a hosting option. Rami Ismail's Presskit is a recommended tool for indie developers, offering a free template for game information and assets. Guille notes that not allocating sufficient time to creating a press kit is a common mistake, emphasizing the importance of setting aside time to select assets, draft text, and update the kit regularly. Post-launch updates are also vital, as they can help maintain a game's visibility and provide valuable resources for the development team. Ultimately, a well-crafted press kit is essential for game developers seeking to effectively communicate their game's value and story to journalists, influencers, and content creators.