Navigating the Complex World of PR for Indie Game Developers

The indie gaming space is both exciting and highly competitive, with discoverability being a significant challenge for developers. As a result, a well-executed PR strategy is crucial for standing out in a crowded market. But how can indie developers effectively utilize their PR resources and engage with their target audience? The key is to recognize that there is no one-size-fits-all approach to PR in the games industry, and that flexibility is essential when it comes to marketing and outreach. Conducting influencer outreach for AAA projects, for instance, differs significantly from working on an indie title like The Case of the Golden Idol. Both require adaptability in approach. What is clear, however, is the increasing importance of shifting between different techniques and strategies to engage with the audience effectively. Journalists and influencers are more attuned to their audiences than ever, making high-quality PR vital for indie devs aiming to succeed. So, what are the essential tips for indie developers looking to leverage PR for their games? PR is fundamentally a relationship-based industry. Unlike marketing, which can reach millions, PR often focuses on smaller, more targeted groups. Sustaining relationships with thousands of individuals is challenging, leading many studios to underestimate the importance of building connections with publications and influencers. Instead, they may adopt a 'spray and pray' approach, which, while sometimes necessary, can hinder relationship-building and jeopardize existing connections. Refining this approach is crucial. The first key PR tip for indie devs is to learn from initial interactions with journalists, reviewers, and influencers, and build genuine relationships moving forward. Identify which contacts have engaged with your initial approach and tailor specific pitches to those likely to resonate with your content. Even a negative initial response can be valuable, providing insight into what they are looking for and what to avoid. Once you have a refined list of contacts, tailor your pitches based on their interests. For example, if a journalist dislikes first-person shooters, there's no point in pitching your new first-person shooter to them. Traditional enthusiast publications and YouTube influencers have different approaches to reviewing games and cater to different audiences. Screenshots of gameplay might interest online publications but won't be as effective for Twitch streamers. The game Balatro exemplifies the importance of tailoring pitches to the right audience. During the pitching process, not all influencers received a pitch, but outreach to enthusiast sites and online review platforms was strong, resulting in overwhelmingly positive reviews. Identifying the right channels and tailoring pitches accordingly is crucial for indie developers. Understanding your audience allows you to reach your target audience and get the exposure your game deserves. Tailoring your pitch is important, but it's also vital to consider how the other side benefits. The media landscape is competitive, with journalists and influencers having to meet KPIs and benchmarks. They typically cover a game only if they see value in it for their audience. Focusing on a 'win-win' pitching strategy is key. An example is The Case of the Golden Idol, which received high praise in reviews but wasn't suited for streaming. Pitching an influencer with the aim of producing a stream could have negatively impacted their channel. Instead, suggesting they play the game first and then cover it on social media if they enjoyed it created a 'win-win' situation. There's been a shift towards prioritizing these win-win partnerships. As PRs, we must remember that game enthusiast websites, review outlets, and influencers run as businesses. Tailoring pitches towards a 'win-win' outcome increases the likelihood of securing opportunities while building relationships. While the emphasis has shifted towards win-win approaches, discoverability remains a significant concern for indie devs. The key to discoverability is not just PR but good quality PR. For instance, sending screenshots and short clips of Balatro didn't generate much interest. Instead, inviting champions to play the game for 20 minutes, knowing they'd likely be engaged for hours, was more effective. The game's story needed the right people to tell it. Once you have the right champions, remember that all discourse around the title impacts its visibility. Both positive and negative reviews can garner attention, and how you utilize that attention determines the success of your PR strategy. Media outlets can shape public opinion and start online conversations, influencing a game's cultural significance. Being able to get your title in front of the media allows you to be part of these conversations, improving discoverability. When starting a PR campaign, having a compelling first asset, such as a trailer, screenshots, or gameplay clips, is crucial for grabbing the audience's attention. Creating a captivating trailer for Mortal Shell, which was posted on IGN's website, encouraged influencers to stream the game, giving it early momentum. Some studios might not have the luxury of such assets or find that their existing assets don't resonate with the channels they're approaching. Understanding the impact of your creative assets and being flexible if they don't have the desired outcome is key. If an asset generates strong engagement, build on that success. However, if it doesn't produce high levels of traffic, recognize that a tepid response can sometimes be less productive than no engagement at all. To conclude, focusing on the 'win-win' should be the top priority. Lowering the barrier to coverage as much as possible is crucial for the success of any up-and-coming indie studio. For example, sending an influencer a demo with a lengthy tutorial before the main event is unlikely to benefit their channel. Sharp, exciting assets that suit your chosen PR audience are more likely to get the engagement you desire. Above all, remember the 'relations' part of PR – be specific, know the content your chosen channel produces, and tailor your pitch accordingly.