How to Write a Press Release for Your Indie Game
You’ve poured time, energy, and passion into developing your indie game, and now it’s time to share it with the world. Getting the word out about your game can feel overwhelming. A well-crafted press release is one of the most effective ways to grab attention from journalists, influencers, and potential players. Unfortunately, not every indie developer can hire a PR firm to help spread the word about their game. Many will have to write a press release themselves. If you’re in need of a press release but unsure how to write one, don’t worry—this guide walks you through everything you need to know to write a professional press release that highlights your indie game.
Credit: Adobe
What Is a Press Release?
Think of a press release as a tool that communicates your game’s story to the media. It’s concise, informative, and designed to persuade writers, bloggers, and media outlets to share your game with their audiences.
Step-by-Step Guide to Writing a Press Release
1. Start with a Clear and Catchy Headline
Your headline is the first thing anyone will see, so make it count. Aim for a short, exciting sentence that conveys the core of your announcement. Avoid using vague terms or jargon—your goal is to grab attention immediately.
Example Headline:
“Pixel Legends: A Retro RPG Reimagined Launches on January 13”
This headline tells the reader what the release is about, introduces the game name, and adds urgency with the launch date.
2. Open with a Strong Lead Paragraph
The first paragraph should answer the “who,” “what,” “when,” “where,” and “why” questions. Think of this as your game’s elevator pitch. Include the game name, release date, platform, and a brief summary of why it stands out.
Example:
”Pixel Legends, a retro-inspired RPG with a modern twist, will be available on January 13 for PC and Nintendo Switch. With pixel-perfect graphics and a story-driven gameplay experience, it’s designed to captivate players who love classic role-playing games.”
3. Add Supporting Details in the Body
After your lead paragraph, give your readers the specifics. Talk about gameplay features, the inspiration behind your game, or notable development milestones. Use this space to elaborate on what sets your game apart from others.
Tips for the Body:
Highlight standout features (e.g., multiplayer mode, unique art style).
Include a quote from yourself or a team member for a personal touch.
Mention awards, recognitions, or any notable collaborations.
Credit: Adobe
Example Body:
”Pixel Legends brings players an engaging mix of retro charm and modern innovation. Players can explore procedurally generated dungeons, customize characters, and unlock dozens of unique abilities.
‘We wanted to create a game that feels nostalgic but also introduces mechanics that today’s players love,’ said Janeesha Reed, lead developer at IndiePixel Studios. ‘Pixel Legends is our love letter to the RPGs we grew up playing.’”
4. Provide Media Links and Screenshots
Journalists and bloggers love visuals—they bring your press release to life. Include links to high-quality screenshots, gameplay trailers, and your game’s logo. This makes it easier for the media to showcase your game.
Where to Include Links:
Insert them in the body after describing gameplay features.
Use phrases like, “Watch the gameplay trailer here” or “Download media assets here.”
5. Add a Clear Call to Action
Wrap up your press release with an action-oriented statement. Tell the reader what to do next, whether it’s visiting your website, downloading the game, adding the game to your wish list on Steam, or contacting you for more information.
Example Call to Action:
”Pixel Legends will be available on PC and Nintendo Switch on January 13 for $9.99. To learn more, visit www.PixelLegendsGame.com or contact us at press@indiepixelstudios.com.”
6. Format It Professionally
Stick to a clean, professional layout. Use plain fonts, keep paragraphs short, and organize the content logically. Here’s a simple format:
Header: Your game’s name and “Press Release.”
Headline: Short and attention-grabbing
Date and Location: Include when and where you’re releasing it
Body Content: Lead paragraph + supporting details
Contact Information: Provide your name, email, and links to media resources
Credit: Adobe
An Example Press Release Template
[Press Release]
For Immediate Release
Pixel Legends: A Retro RPG Reimagined Launches on January 15
[City, State] Pixel Legends, a retro-inspired RPG with a modern twist, will launch on January 13 for PC and Nintendo Switch. With pixel-perfect graphics and a story-driven experience, the game is a must-play for fans of classic role-playing games.
Pixel Legends combines nostalgic gameplay elements with exciting new mechanics, including procedurally generated dungeons and extensive character customization. Players will embark on a journey filled with thrilling challenges and epic battles.
“We wanted to create a game that feels nostalgic but also introduces mechanics that today’s players love,” said Janeesha Reed, lead developer at IndiePixel Studios. “Pixel Legends is our love letter to the RPGs we grew up playing.”
For media inquiries, screenshots, and additional assets, visit www.PixelLegendsMedia.com. To learn more about the game, head to www.PixelLegendsGame.com.
Contact: Kiesha Richardson, press@indiepixelstudios.com
Key Tips for an Excellent Press Release
Keep It Short: Aim for one page or around 300–400 words.
Tailor Your Content: Customize your press release for different audiences (e.g., gaming journalists vs. general tech outlets).
Proofread Carefully: Spelling errors can damage your credibility.
Follow Up: After sending your press release, follow up politely with journalists to check if they need additional information.
Writing a clear and concise press release will give you a better chance of grabbing attention and generating buzz for your indie game. Writing it thoughtfully and professionally shows the media that you’re serious about your project and helps build interest from gamers eager to experience something new. And a very special shout out to PR firms like Vicarious PR and JF Games PR who specialize in working with indie game developers, giving them a chance to get their games out.
Names and websites in the examples are not real and were only created to be examples.
