Attention spans today are shorter than ever, but none more so than in the world of gaming journalism. With hundreds of titles launching every week and endless indie games clamoring for coverage, you only have seconds to grab reporters’ interest before they move on to the next press release in their overcrowded inboxes.
If you really want your special gaming announcement to be read and covered, you need to incorporate core elements that instantly capture journalists’ attention.
Why Gaming PR Matters
Before we discuss the elements that make for knockout gaming PR, let’s consider why press releases play such a pivotal role in launching new video games.
The stakes for gaming public relations only grow as development budgets balloon yearly. Generating strong awareness and anticipation among players has become critical to recoup costs and drive revenue.
Building launch buzz through journalism and influencer coverage is no longer optional. For indie and AAA studios, it can distinguish between breakout success and utter obscurity. Of course, savvy PR professionals have always known the value of strategic publicity and securing write-ups. But now, excellent gaming PR maneuvers from earlier development are also crucial.
The press release remains the core tool for announcing key milestones as you build towards launch. Done right, gaming PR drives wishlists, Discord followers, Steam notifications, and more.
So whether you’re going through a gaming press release platform or reaching out manually, let’s examine how to craft a release that cuts through the noise and wins attention amid shortening journalist attention spans.
Have a Compelling Headline and Subheading
Before a journalist scans the first sentence of your dedicated gaming press release, an attention-grabbing headline needs to draw them in and motivate them to read further. Take the time to craft a title that instantly conveys what makes your game newsworthy.
Some examples of compelling gaming release headlines:
25-Year Franchise Returns with New Title that Lets Fans Control the Story
Ultra-Realistic Racing Simulation to Feature All Formula 1 Tracks Ever Built
After your main headline, a strong subheading can provide additional intriguing details that capture interest and highlight your most significant selling point. For instance:
New MMORPG Lets Player Create Their Virtual Worlds with Unprecedented Customization
Subhead: Over 1 Million Possible Character and Environment Combinations Give Truly Personalised Experience
Start with an Appealing Lead Paragraph
The most important sentences of your gaming press release come right at the beginning. Journalists are inundated with announcements vying for coverage, so they’ll quickly decide to keep reading after the first paragraph.
Your lead should summarise the essential details – who, what, where, when, and why – giving readers the complete story core up front. Focus on what makes your news timely, unique, and relevant to report on now. For example:
Mobile gaming upstart “Random Indie Studios” announced the launch of their newest idle tapper game today, Cash Grab Clicker. The absurdist satire title allows players to embezzle billions from corrupt corporations and secretly funnel funds into building their criminal empire. It’s available on iOS and Android for free, with in-app purchases.
Structure Content in an Easy-to-Scan Format
Journalists won’t carefully read every word of your dedicated gaming press release – they want info they can rapidly skim and digest as they determine if it merits coverage. Make their job easier by formatting your content in short paragraphs and using frequent subheadings. Organize details under logical sections like:
Game Features and Options
Procedurally generated never-ending space exploration
Craft multiple styles of interstellar vessels
Sophisticated alien language translator with over 5 million words
Developer Summary
Random Indie Studios, founded in 2019 by solo programmer Jane Smith, is releasing its third title after previous breakout hits.
Links to Screenshots and Video
Click here for the trailer, alpha gameplay footage, and concept art
Not only does this structure help journalists quickly locate info, it also improves your press release’s readability and scannability for other audiences.
Insert Compelling Quotes
Every gaming journalist is looking for those golden quote soundbites they can pull straight from a press release and insert into their coverage. Help them by including one or more vivid quotes from your development team or company leadership. Some elements that make for an ideal quote:
Clever and Quotable Phrasing: “We set out to create the ultimate intergalactic sandbox where players can live out their boldest space captain fantasies.”
Unique Insights: “One challenge was devising alien dialogue that sounds foreign yet conveys emotional subtleties.”
Reaction to Topical Events: “During the pandemic lockdowns, we saw global interest in complex simulation games skyrocket as people sought deeper escapism.”
Drop these quote nuggets in after key paragraphs to provide color commentary and give journalists killer material they can easily include in their pieces.
Close with a Call to Action
Wrap up your gaming press release with a short paragraph recapping your most important announcement details and letting readers know what they should do next. Give them clear direction on how to learn more, get the game, or set up coverage. Some solid closing CTA options:
Check out gameplay walkthroughs on our YouTube channel
Sign up for alpha and beta access at…
Download the trailer and recent screenshots here
Contact name@gamestudio.com to set up preview meetings and interviews
The right call to action closes your press release with a clear path forward to engaging your target audiences. It should be short, sweet, and to the point.
Final Word
Creating an excellent gaming press release takes effort – but do it right, and the payoff of securing coverage of your title can be immense. Use these key elements as your checklist to ensure you craft an announcement that captures press attention and delivers the news about your game to eagerly awaited fans.
Marcin Wieclaw, the founder and administrator of PC Site since 2019, is a dedicated technology writer and enthusiast. With a passion for the latest developments in the tech world, Marcin has crafted PC Site into a trusted resource for technology insights. His expertise and commitment to demystifying complex technology topics have made the website a favored destination for both tech aficionados and professionals seeking to stay informed.
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