Start early, because coverage has lead time
Journalists work on editorial calendars and creators queue content days or weeks out, so the single biggest mistake is reaching out too late. A key that arrives the day before launch arrives after everyone has already planned their week. Begin outreach well ahead of launch, and again around key beats like a demo or a festival appearance.
Build a targeted list, not a blast
A hundred generic emails to outlets that never cover your genre will do less than fifteen messages to people who clearly do. Look for the journalists and creators who have covered games like yours, and note what specifically they respond to. Relevance is what gets you opened and answered.
- Find outlets and creators who have covered your genre or similar games recently.
- Prefer a smaller, genuinely relevant list over a large scattershot one.
- Record who you contacted, when, and whether they replied, so follow ups are deliberate.
- Personalize at least the first line so it is obvious you know their work.
Write a pitch people can actually read
A good pitch respects the reader time. Say what the game is in one clear sentence, say why it is worth their attention, and make it effortless to act.
- One line on what the game is and its hook.
- A sentence or two on why it fits their audience specifically.
- A Steam key, or an easy way to request one.
- A trailer link and a press kit with screenshots, logos and fact sheet.
- Your launch date and a clear contact.
Send keys early and generously
Keys are cheap and coverage is valuable, so do not be stingy. A creator who has to ask, wait, or jump through hoops to get a playable build is a creator who moves on to the next game in their inbox. Make playing your game the path of least resistance.
Follow up once, then let it go
Most outreach gets no reply, and that is completely normal. A single polite follow up after a reasonable gap is fine and often helps. Beyond that, chasing harder damages the relationship. Treat non response as a soft no and put your energy into the contacts who engaged.
How to run indie game press and creator outreach
- Build a targeted list. Identify journalists and creators who have covered your genre or similar games, and record their focus.
- Prepare a press kit. Assemble a press kit with screenshots, logos, a trailer, a fact sheet and your launch date.
- Write a short pitch. Write a concise, personalized pitch: what the game is, why it fits them, and how to get a key.
- Send keys early. Reach out well before launch and provide Steam keys generously so recipients can actually play.
- Follow up once. Send a single polite follow up after a reasonable gap, then treat silence as a soft no.