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How to Write a Press Release for Your Indie Game

By Rob from the Shack

A press release is one of the most effective ways to get your game noticed by journalists, bloggers, and content creators. It gives them everything they need to share your news quickly, whether you’re announcing a release date, a new demo, or a major update.

This guide will show you how to write a clear, professional press release that grabs attention and gets results.

Contents

What Is a Press Release

A press release is an official announcement from your studio. It tells the media what’s new, why it matters, and where they can find more information. It’s usually shared by email and often linked within your presskit or website.

The goal is to make journalists’ jobs easier. Give them the story, the assets, and the facts so they can cover your news without chasing extra details.

When to Send a Press Release

You don’t have to wait for a full launch to send a press release. Use one any time you have something newsworthy to share, such as:

  • Announcing your game’s release date or new platforms
  • Sharing a major update, patch, or feature
  • Revealing a new trailer or demo
  • Taking part in an event like Steam Next Fest
  • Celebrating milestones, awards, or partnerships

Keep in mind that timing matters. Avoid weekends or late evenings when journalists are less active. Midweek mornings (Tuesday to Thursday) often work best.

How to Structure a Press Release

A good press release follows a clear format that’s easy to read:

1. Headline
Keep it short, specific, and engaging. It should instantly communicate what’s happening.

Example: Silver Bullet Launches October 30th on Nintendo Switch and Steam

2. Subheadline (Optional)
Add a one-line summary that gives extra context or highlights what’s new.

3. Opening Paragraph
Answer the key questions: Who, What, When, Where, and Why. Keep it to two or three sentences.

4. Main Body
Expand on your story. Include short quotes from your developer or studio lead, describe what makes the game unique, and mention any relevant details such as pricing, features, or platforms.

5. Assets and Links
Add direct links to your presskit, trailer, screenshots, or demo page. Make sure these are easy to access without sign-ups.

6. About the Studio
End with a short studio bio and contact details. Include your email, website, and social links. You can also use this space to mention that you welcome interview requests, previews, or feature articles. It signals that you’re open to collaboration and press engagement.

7. Contact Line

For more information, contact: info@yourstudio.com

Where to Send Your Press Releas

Once your press release is ready, you’ll want it to reach the right people. Here are a few great options for indie developers:

  • GamesPress.com – A widely used industry hub where media and creators discover upcoming games and announcements. You can upload your release for free if you’re verified.
  • IndieDB – Perfect for sharing indie game announcements, updates, and dev news with an active community.
  • Itch.io Devlogs – If your game is on Itch, post your press release or announcement directly to your devlog to keep followers updated.
  • Your own website or blog – Always publish your press release there too, ideally in a “News” or “Press” section. It’s good for SEO and gives journalists a linkable source.
  • Direct email – For personal outreach, send your release to journalists or creators who cover your genre. Keep the email short and friendly, with the press release below or linked to a hosted version.

If you can, build a small contact list of outlets and reviewers who regularly cover games like yours. Over time, that personal network will become your most valuable PR asset.

Tips for Indie Developers

  • Keep it short and focused, one page is enough
  • Include clear, high-quality visuals and links
  • Use plain, direct language instead of marketing buzzwords
  • Personalize your email introductions when possible
  • Always link your press release inside your presskit so it’s easy to find
  • If your game has a playable demo, mention it prominently

A well-written press release paired with a solid presskit can make a big difference. It shows professionalism and helps the media tell your story accurately.

Free Press Release Template for Indie Games

To help you get started, I’ve created a free, editable Google Docs template you can copy and use for your own game announcements. It follows the format most journalists expect and includes space for your game’s details, quotes, and assets.

👉 Download the Free Press Release Template (Google Docs)

Keep your version short, focused, and always include clear links to your presskit and contact information. Having a consistent layout builds trust and makes your studio look professional.

Final Thoughts

Writing a good press release isn’t about hype, it’s about clarity and timing. Give people a reason to care, make it easy to find your assets, and let them know you’re open to interviews or questions.

Whether you’re launching your first indie game or announcing a big update, take the time to write a proper press release. It builds awareness, strengthens relationships, and helps your game reach the audience it deserves.