Gamasutra: Joe Henson’s Weblog – Learn how to announce your Upcoming Steam Indie Recreation for Most Publicity and Wishlists


The next weblog put up, until in any other case famous, was written by a member of Gamasutra’s neighborhood.
The ideas and opinions expressed are these of the author and never Gamasutra or its dad or mum firm.


Please be aware, this information isn’t about asserting the discharge of your sport, however asserting to the world that you simply’re creating it. In the event you’ve already introduced it and the response was little or nothing, don’t panic, you’ll be able to nonetheless create buzz on your second announcement.


To maximise press/publicity of your first announcement and to extend wishlists, it’s greatest to plan beforehand. Don’t announce your indie sport if there’s no one to announce it to, particularly in the event you haven’t set-up your Steam retailer web page. Posting too early might appear to be an exquisite concept, however in actuality, it’s not. There are tons of of video games introduced every day, most of which go unnoticed. Don’t turn out to be a statistic, turn out to be a memorable announcement.

What You Want For Your Announcement

I’ll information you, step-by-step, via what I consider to be the necessities for asserting your upcoming Steam indie sport for optimum publicity. Let’s make advertising easy.


1. Persistence

2. Wishlists

3. Steam Retailer Web page

4. Web site

5. Press Record

6. Writing to the Press

7. Social Media

8. Timing

9. Conclusion


1. Persistence

Huge publishers can get away with asserting their sport simply months earlier than launch merely due to their current attain. However for indies, it is clever to do that at the very least one yr prematurely. It’s essential to give your self loads of time to construct up wishlists and put together a top quality announcement. The press wants one thing tangible to jot down about, so give them content material worthy sufficient to publish. Posting your announcement with mere idea artwork is not going to flip heads. I see a number of indies announce their sport far too early and have uninspiring/little content material to indicate off with zero Name to Motion. There’s no must rush in. The stage of improvement issues when asserting your sport. Your first announcement is your most respected one. Use it properly.


2. Wishlists

Wishlists are a basic a part of telling the Steam algorithm that folks care about your sport. I do know there’s some debate about how late or early it is best to begin build up wishlists, however I believe there’s a joyful medium which depends upon the standard of your announcement. Valve don’t care about how current your wishlists are, they only care about how excessive the quantity is. The upper you will get this quantity, the extra leverage you will have when speaking to them about promotional assist on your title’s launch – it is even useful in the event you’re searching for Publishers. Individuals is not going to overlook they added your sport to their wishlist in case your announcement is memorable and if the advertising you do afterwards is constant. That’s the distinction.


3. Steam Retailer Web page

Your Steam retailer web page is your Name to Motion, or to be extra exact, Name to Wishlist. It’s necessary to make use of your announcement to construct as many wishlist additions as potential. In case your announcement beneficial properties a ton of visibility, it is probably many individuals will discuss your sport. This implies there’s a window of alternative as a result of individuals will seek for it, but it surely received’t final without end. That’s why it’s essential to have your Steam retailer web page go stay similtaneously your announcement, versus launching it months or years later down the road. Have the next prepared:

  • Brief Gameplay Trailer: Containing thrilling gameplay footage.

  • Stunning in-game screenshots: 4 screenshots, every distinctive.

  • Options in regards to the sport: What are one of the best options your sport affords?

  • Participating Copy: Select your wording properly and do not go overboard with the textual content.

Instance Steam web page

Tip: Do not flood your retailer web page with tons of textual content or gifs. Hold it quick and candy.


4. Web site

The first goal of your web site is to re-direct guests to your Steam retailer web page and permit journalists to extract information out of your press equipment. At this stage in improvement, you solely want two pages that serve two functions: a professional-looking touchdown web page that focuses in your Name to Wishlist and Press equipment. As time goes on after your announcement, you’ll be able to overhaul and add extra to it. Hold the next in-mind:

  • Responsive: Ensure it is smartphone pleasant and really optimised.

  • Press Package: Hold it easy, you’ll be able to thank Rami Ismail for this:

Instance Web site

Tip: Ensure your Press equipment and Name to Wishlist is cleary seen for the reader.


5. Customized Made Press Record

First, analysis which journalists have printed articles about video games much like yours. This places you on the correct path to making a tailored press checklist. In the event you’re confused by what I imply, right here is an instance:

Let’s say you’re releasing a Rougelike shooter with gameplay mechanics impressed by Danger of ­Rain 2. You’ve now recognized your target market and might start looking for a journalist. Open your most well-liked search engine and sort “Danger of Rain 2 opinions”, undergo every one and attempt to get the e-mail tackle of the creator and add them to your press checklist. As for what info to notice down, listed here are the fundamentals:

Area Web site Identify Place Social
UK indiegamejoe Joe Supervisor twitter

I perceive the laborious half is discovering an e mail tackle. Typically you received’t be capable to, and that’s okay. Listed below are my recommendations on tips on how to discover them:

  • Discover Contributors: The editorial workforce is not the one one searching for video games to jot down about.

  • Twitter: Typically they’ve their DM’s open or place their e mail tackle of their bio.

  • Linked In: If they don’t checklist their e mail tackle, add them to your connection.

  • E mail Finder: Use one thing like

  • If all that fails: Contact the editorial workforce through the use of their fundamental contact type.

Tip: Take your time together with your analysis and don’t get too wired. An even bigger press checklist doesn’t at all times imply a greater one.


6. Writing to the Press

It is so necessary to achieve out personally to journalists. It’s time consuming, however completely price it. I like to recommend this technique as a result of it offers you the possibility to develop and keep real relationships with them after you’ve got introduced your sport. It is simply far more private. I realise there are PR companies on the market that may do all of the heavy lifting, distributing information to actually 1000’s of journalists at a time. However that is an indie information, so I am assuming you will have a zero funds for that stuff, and finally, I wish to train you the basics of doing it by yourself.


Give Discover

It is clever to jot down to the press at the very least 4 weeks earlier than your announcement goes stay to offer them sufficient discover. In the event you do not obtain a response, write a follow-up e mail two weeks after that as a result of it is probably they did not obtain the unique. If worse involves worst, ship a closing e mail on the day of your announcement. That makes three emails in 4 weeks with a sizeable hole between every one. Simply be sure that to be sort, respectful and barely revise your comply with up e mail so it doesn’t come throughout as a replica and paste job.


Be Artistic

Earlier than emailing, ask your self this; why ought to my sport be coated? Your message ought to be concise and clear, avoiding pointless chunks of textual content and media content material. Most indie builders persist with the usual press launch format as a result of they suppose it is the one manner that works. However give it some thought; in the event you copy everybody else, you then’re not doing something completely different. You are not standing out from the gang, your e mail simply blends in with dozens of different builders who need their sport to be coated. Journalists are precise individuals with distinctive personalities, they are not robots designed to reply in just one manner, they’re simply very busy. Communicate to them like an individual and also you would possibly discover you’ll be able to have a constructive dialog.

With all that in-mind, here is a made-up instance of what has labored for nicely for me: (See picture)


“Press Launch – Hello John, seize your sword, search vengeance, and attempt to survive in our upcoming Roguelike, introduced on Steam, Might 30, 2021!”

Your topic ought to be your hook, the road that pulls the readers’ consideration. Discover that I started the e-mail with Press Launch? Since utilizing this technique, I’ve seen a a lot larger response charge. I believe it’s primarily as a result of it’s precisely what journalists are searching for, and maybe they’ve some sort of filter enabled that prioritises topics with the phrase press launch. I’m undecided, I simply comprehend it’s been working! On no account must you ever tackle the journalist as your mate, pal or buddy. It’s completely essential to say their first title. It comes throughout as much less spam, extra private, and exhibits you’ve put in some analysis about them. As for the remainder of the topic, I prefer to make it sound thrilling, avoiding any boring company jargon that they’re most likely used to listening to. Attempt your greatest to make it sound skilled, intriguing, and private.



“Again in 2019, you wrote an article about Danger of Rain 2 and you weren’t impressed with the moment loss of life mechanic.”

Inside your introduction, it’s clever to remind the journalist they’ve written an article prior to now a few sport much like yours. This isn’t since you ought to praise them about it, it’s as a result of you will have a chance to cite them on one thing they didn’t prefer it about it after which point out within the function beneath, why your sport does it higher. Don’t ask the journalist that you simply “hope they’re doing nicely” as a result of let’s be actual, you solely hope they’ll write an article about your sport. I do know I maintain stating that try to be sort and private, however you’re being considerate by making your e mail as readable as potential by getting straight to the purpose. You’re exhibiting consideration for his or her time.



“Sword of Vengeance offers loss of life an entire new that means as a result of it is not everlasting. Do you have to fail to outlive, your soul shall be carried again to Hell the place you’ll face Dagan’s Champion. Be warned, every failed try to defeat him means your teammates pays the worth. No stress.”

Consider this part as your second hook. Attempt to convey the basic premise of your sport in as few phrases as potential. There is no must make an entire checklist of each single function your sport affords as a result of it will solely clog up the e-mail. All additional info ought to be included in your press equipment as a result of that is precisely what it is for.



“I hoped you may be excited by protecting it on the day we’re asserting it? We’d be very happy to offer you an unique first-look at what it entails.

This is without doubt one of the most necessary elements of the e-mail since you’re giving the journalist one thing significant to work with, one thing newsworthy. You are exhibiting them that there’s a chance available. Many indie builders make it troublesome for journalists to jot down about them as a result of they’re unclear and generic with their message. Stating “hey my sport exists” is not precisely intriguing. Be very clear about what it’s you are asking.



If there’s something you want from me, please let me know.

Sort regards,


There is no want to jot down a prolonged wall of textual content about how grateful you’re for the journalist studying your e mail. Satirically, by doing so, you are solely taking on extra of their valuable time. By asking an open query, you are but once more clarifying that you simply’re all ears ought to the journalist want one thing from you. It is a signal of encouragement, on the very least.




Managing Director

[email protected]

Okay, let’s make this very clear. A horrible signature consists of big social media icons, numerous hyperlinks, too many photos, and a big disclaimer. It isn’t skilled and probably impacts the efficiency of the particular e mail. Hold it easy, guys! I additionally extremely suggest including your e mail tackle on the finish, simply in case the journalist can not reply to your unique e mail.

Name to Motion

The rationale I like so as to add direct hyperlinks somewhat than embedding content material to the e-mail is as a result of I wish to be sure that it hundreds correctly. One click on is all it takes for the journalist to entry the whole lot they want must you spark their curiosity.

Total, keep in mind that there is not a precise science when reaching out to journalists. Do not get slowed down with making an attempt just one technique of communication. Combine it up and by no means be afraid to experiment, as a result of that is precisely how I discovered a way that works for me.

Tip: Use an expert e mail tackle, not your private one.


7. Social Media

Hashtags are your pal and may also help push the visibility of your announcement, particularly if used accurately. For instance, Twitter has #indiedevhour, which is each Wednesday. Indie devs will not be the one individuals interacting with this hashtag. Many customers may even see it, and even publishers are monitoring it. The purpose I’m making is that it’s higher to reap the benefits of standard hashtags on your announcement, versus not utilizing any in any respect.

  • Twitter (Different standard hashtags embrace #screenshotsaturday and #pitchyagame)

  • Fb (There are such a lot of standard indie dev teams to announce your sport on)

  • Instagram (Don’t be afraid to make use of many hashtags)

  • Linked In (Nice for bulletins in the event you’re linked with journalists)

  • Discord (I like to recommend utilizing this as your predominant HQ on your neighborhood)

  • Reddit (Standard subreddits embrace; r/indiegamer/indiegaming /rpcgaming, r/video games)

  • YouTube (Ensure your video thumbnail is interesting and headline putting)

  • Tip: Ensure to pin your announcement and embrace your Steam retailer and Press Package.


8. Timing

Keep away from Rush hour

What time and day must you put up your announcement? Properly, you’ll probably obtain a number of completely different solutions to this query. However analysis factors in the direction of publishers launching their sport between 6am and 10am West Coast time, which implies it’s probably the press shall be very busy throughout that time-frame. And as for what day, nicely, I like to make use of as an excellent instance. It’s one of many largest PR sources for video games journalists worldwide, up to date with the most recent press releases from video games publishers and builders. Their predominant e mail digest goes stay every day at 2:30pm UK time, and Thursday is often their busiest day. So, what does this imply for you? Properly, I’d attempt to keep away from posting your announcement primarily based on the time and day talked about above. It might work nicely for big publishers, however for small, not but acknowledged indies, it is best to keep away from competing with them in order that your announcement isn’t neglected.

Discover your Route

Total, I consider it primarily boils all the way down to your custom-made press checklist and private schedule. What I’m saying is, maybe you’re working a full-time job and can’t decide to sure days. In that case, it’s not a significant downside. With all that being mentioned, let’s say Saturday works greatest for you. Don’t be delay by today, opposite to standard perception, it may be very efficient. Right here’s why:

Many contributors work on the weekend and so they’re searching for video games to jot down about. This goes again to level #4. In the event you’ve discovered contributors who’ve coated video games much like yours, then it’s an excellent larger bonus.

Posting your announcement on Fb teams, Twitter and Instagram while benefiting from a particularly standard hashtag resembling #screenshotsaturday will assist enhance your announcement’s visibility.


9. Conclusion

Saying your sport for the primary time is an journey that’s filled with uncertainty and ‘what ifs?’ There’s no concrete reply that ensures outcomes. However what you are able to do is give your self a greater likelihood of a profitable announcement, particularly in the event you comply with my recommendation. Are there other ways to announce your upcoming sport? Completely. All the data I offered above is my expertise that I really feel labored nicely for me. I’m simply passing it on to you, hoping it helps you in your journey. I encourage you to be inventive, daring, and check out different strategies. Maybe you would possibly discover the proper formulation?

Thanks for studying and good luck together with your indie sport. You’ve received this! 

You probably have any questions, be happy to go away a remark beneath or drop me a tweet.




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