There are many different things you can and should do to market your mobile game. Today’s post covers the press kit, a marketing tool that can help solidify your game’s presence in the industry and secure coverage from game journalists and bloggers.
As an indie game developer, you’re probably hoping to get some press coverage to help create buzz and boost organic downloads for your mobile game. After developing relationships with game journalists and pitching a solid story, you’ve finally piqued their interest and they’ve agreed to check out your game.
At this point, you want to make it as easy as possible to learn about your game and your company. Game journalists are pitched to by developers all the time, and if you’ve managed to get their attention you should have everything ready to go at the drop of a hat. They have tight deadlines, and might contact you only a day or two before the story is published. Having a press kit on hand also helps ensure that anything published about your game is up-to-date and factually accurate.
While creating a press kit might seem like quite the feat (especially you don’t have a marketing team to help out), it’s really not as hard as you think. The good news is that you probably already have most of the assets you need! A press kit can help secure press coverage for your game, and can also be used to pitch potential partners like investors and publishers (did I mention that Magmic is working with developers to publish great mobile games?).
Here’s what you should include:
Include a variety of screenshots that show off the best features in your game. These should showcase your game on all available platforms (i.e. iOS Screenshots – Free, iOS Screenshots – Paid, Android Screenshots – Free etc.).
If you have the resources to create a short promotional trailer for your game, great! Put together a 20-30 second video highlighting the features of your game. If you’re a one man/woman show, you can easily screen capture your game, edit in one of the many free programs, and overlay text to highlight the best features.
Include logos for both your company and your game in a variety of sizes and resolutions (i.e. one meant for a light background, one meant for a dark background etc.)
Game Fact Sheet
This is a one-page summary that provides a background of your game, as well as features & highlights (similar to what you would include in your app store description).
Include your most recent press release, a release announcing your game launch, and/or all of your press releases to give journalists a background on the activities surrounding your game.
Company Fact Sheet
Include a sheet with company history, including bios and headshots in case journalists want to give their readers more information about the team behind the game.
Awards & Recognition
Depending on your stage of development, you might not have anything to put in this section just yet. As you secure press coverage and/or awards (no matter how small), be sure to include them in this section to reflect all of your hard work.
A Game Demo
If possible, include a playable game demo in your press kit so journalists are able to try your game (even if it’s not yet released to the public).
This isn’t a must, but if you’ve gone to the trouble of creating promotional art for your game, make sure to include it.
Ideally, you should be able to download your press kit from your company or game website – this allows journalists and other interested parties to stumble upon your game, and also makes it easier if you’re reaching out to them by email. If for some reason you don’t want everyone seeing your promotional game assets (maybe you’re trying to secure an exclusive with a press outlet), you can also send along a ZIP file or host your press kit on Dropbox or Google Drive where you can protect it with a password. Alternately, you can also use a service like presskit() to assemble and host your kit.
What would you include in your mobile game’s press kit?
Photo Credit: https://www.flickr.com/photos/bigtallguy/