A concise, well-structured press kit turns an indie game’s assets and story into usable materials for media, streamers, and partners, increasing the chance of clear, timely coverage.
Key Takeaways
- Prepare multi-format assets: Supply vector logos, high-res key art, multiple aspect ratios, and downloadable trailers to meet editorial and creator needs.
- Organize and host clearly: Use a single press hub with a consistent folder structure, direct download links, and versioning to reduce friction.
- Clarify legal and access rules: Provide clear usage permissions, embargo instructions, and secure key distribution to protect the team and media partners.
- Support creators and accessibility: Include streamer-friendly packs, accessibility details, alt text, and transcripts to broaden coverage and inclusivity.
- Measure and iterate: Track downloads, use UTM links, gather feedback, and update the kit regularly to improve effectiveness over time.
What a Press Kit Is and Why It Matters
A press kit, sometimes called a media kit, is a centralized package of assets and information designed so journalists, content creators, and partners can produce accurate, polished coverage with minimal back-and-forth.
For an indie team, a thoughtfully prepared press kit reduces friction, shortens outreach cycles, and strengthens brand consistency across outlets and platforms. The kit acts as a single source of truth for logos, artwork, press blurbs, technical details, and contact information—helping media professionals meet deadlines and present the game the way the team intends.
Core Components Overview
At its core, a press kit should include a logo suite, comprehensive key art, multiple blurb lengths, permissioned quotes, technical specs, contact information, and downloadable media (screenshots and videos). Each item should be supplied in formats suited to print, web, and broadcast use.
The team should curate assets with specific users in mind: reviewers need build access and system specs; editors need a 50-word blurb and hi-resolution key art; streamers need a trailer, clear rules for clips, and access to press builds. Anticipating these needs avoids repeated requests and positions the title for wider, faster coverage.
Logos: The Visual Signature
Logos are the game’s most recognizable identity mark and must be delivered with clarity and rules for use.
Best practices include providing vector formats (SVG or EPS) for scalability and high-resolution PNGs with transparent backgrounds. Offer color variants—full-color, single-color (dark/light), and inverted versions—and include a one-page guideline that shows clear space rules, minimum display sizes, and prohibited manipulations.
- Label files descriptively (for example: logo_horizontal_white.svg) and group them in a logos/ folder.
- Provide usage examples so journalists know when to use which variant, reducing incorrect or awkward placements.
Key Art: Front-Facing Visuals
Key art is the promotional poster that communicates tone, genre, and core characters instantly. High-quality key art increases the chance of feature placements and social sharing.
Teams should supply multiple aspect ratios (16:9, 4:3, 1:1, 9:16), high resolution (3k–4k pixels on the longest side), and versions without text for localization. Layered PSD or TIFF files are valuable to editors who may need to adjust crop or color for different formats.
- Ensure readability at thumbnail sizes by keeping focal elements and the title clear when scaled down.
- Provide variants with and without title lockups and with alternative focal points to suit different editorial layouts.
Screenshots and Video: Playable Proof
High-quality screenshots and trailers prove the game exists and demonstrate how it plays. These assets often determine whether an outlet covers the game at all.
Provide a curated selection of screenshots that show variety—combat, exploration, UI, co-op, menus—and save them as lossless PNGs at 1920×1080 or larger. Use descriptive file names and include annotated versions when a mechanic or UI element requires explanation.
For video, the team should supply multiple lengths: short social clips (15–30s), a main trailer (60–90s), and a longer gameplay reel (3–5 minutes). Host videos on a professional channel (for example, YouTube or Vimeo) and offer downloadable MP4s (H.264) in 1080p/4K so editors can embed or re-encode with minimal friction.
Blurbs and Descriptions: Messaging at Every Scale
Clear, consistent messaging is essential. The press kit should supply copy for headlines, store pages, roundups, and feature stories.
- One-line blurb: 10–15 words for listings and social mentions.
- Short blurb: 25–40 words for store pages and quick features.
- Long description: 100–300 words detailing mechanics, story beats, and unique selling points.
- Developer quote: a short, attribution-ready sentence from the lead creative that explains the game’s vision.
- Feature bullets: 4–8 clear bullets about modes, player count, progression, monetization, and platforms.
Include language metadata—specifying the language of each copy file and whether translations are available—to prevent misinterpretation and help international outlets.
Quotes and Testimonials
Permissioned quotes from reputable outlets or influencers add credibility and context.
Only include quotes that have been approved for public use and attribute them precisely, ideally linking to the original review or coverage. Avoid cherry-picking phrases that misrepresent a longer review; transparency builds trust with media partners.
Technical Specs and Platform Information
Clear technical details prevent incorrect reporting and help reviewers prepare accurate system tests.
- List platforms: PC, Mac, Linux, consoles, mobile, and web—with expected release windows for each.
- Engine & middleware: name the game engine and any notable middleware (for example, Unity or Unreal Engine).
- Build versions & changelog: provide the current build number, changelog highlights for press builds, and notes about upcoming updates.
- System requirements: supply minimum and recommended PC specs, and clarify controller or VR support.
- Localization: list supported languages for UI, audio, and subtitles, plus planned language updates.
- File size & install notes: state approximate download sizes and special installation steps or DRM policies.
Where console development is relevant, the team should briefly note whether the build is a dev-kit, cert build, or retail-equivalent, and provide instruction for requesting console review hardware if possible.
Contact Sheet: Who to Talk To and How
A single, clearly labeled press contact reduces confusion and speeds response times.
- Primary press contact: PR lead or community manager with email, timezone, and expected reply window.
- Secondary contacts: developer lead for creative questions, producer for release logistics, and community manager for keys and community access.
- Social handles: official Twitter/X, Discord invite, Instagram, and Facebook links for verification and outreach.
- Key request instructions: explain how to request review keys, press builds, or interviews, and any embargo rules.
Provide alternate channels (for example, a shared PR inbox or a verified professional account) in case primary email is overloaded, and set realistic response expectations, like 48 business hours.
Packaging the Kit: File Structure, Hosting, and SEO
How the press kit is hosted and organized affects discoverability, download speed, and editorial adoption.
Host a press kit landing page on the official website when possible and supplement with zipped bundles or cloud folders for direct downloads. Use reliable hosting such as an official server, Google Drive, Dropbox, Amazon S3, or a CDN for large media files.
- Clear folder structure: logos/, key-art/, screenshots/, videos/, copy/, specs/, legal/, press-builds/ so media find assets quickly.
- Direct links: provide right-click friendly file links for immediate download instead of forcing users through sign-ins or pages with ads.
- Press-lite vs press-full: offer a small, fast download with essential assets and an optional full bundle for high-resolution video and 4K images.
- SEO & discoverability: optimize the press page with descriptive meta titles, Open Graph and Twitter Card metadata, a clear H1, and accessible alt text so social previews and search results show correct information.
Including structured data (for example, Schema.org Organization and CreativeWork snippets) helps newsroom tools and search engines surface the kit accurately. For accessibility, ensure the landing page follows basic WCAG guidelines: readable fonts, contrast, keyboard navigation, and meaningful alt text.
Designing a Clean File Naming and Versioning System
Consistent, descriptive file names reduce errors and make it easier for CMS systems and editors to reference files.
Use underscores instead of spaces and include the asset type, a short descriptor, and resolution or variant: logo_horizontal_white.svg, keyart_16x9_cover_4000px.png, screenshot_bossfight_stage3_3840x2160.png.
For versioning, include a visible “last updated” date and a short changelog in the readme. Maintain an archive/ folder for deprecated assets to prevent accidental reuse of old logos or screenshots.
Legal, Licensing, and Permissions
Clear legal statements protect both the developer and the outlet. State copyright ownership, permitted uses, and any restrictions for commercial use.
- Copyright notice: include the studio name and year (for example, © 2025 Studio Name).
- Usage permissions: a succinct statement granting editorial use and outlining any commercial or derivative restrictions.
- Music and audio: clarify whether audio tracks in trailers are licensed for reuse or require separate licensing.
- Third-party assets: properly credit and document licenses for any non-original art or music included in the kit.
If the team uses Creative Commons assets, include the exact license reference and required attribution text to simplify legal compliance for outlets.
Accessibility and Localization Considerations
A press kit that highlights accessibility and localization features opens doors to specialized outlets and broader coverage.
- Localization list: enumerate which languages are supported for UI, audio, and subtitles, and whether localization is partial or full.
- Accessibility features: list colorblind modes, remappable controls, subtitle options, difficulty settings, and compatibility with assistive technologies.
- Alt text & transcripts: provide descriptive alt text for key art and screenshots and transcripts for trailers and narrated gameplay footage.
- Contact for accessibility: designate a team member who can answer in-depth questions about assistive tech compatibility.
Highlighting these features in the copy and feature bullets helps specialized accessibility outlets and region-specific publications identify the game more quickly.
Embargoes, Build Access, Review Keys, and Security
Embargo policies and key distribution must be handled carefully to maintain relationships and prevent accidental leaks.
State embargo rules clearly on the press page and label embargoed assets. Use one of several secure distribution methods for pre-release builds: Steam keys distributed through Steamworks, Itch.io keys, unique one-time links from cloud providers, or direct emailed keys. Note expected delivery times and any expiry dates for keys or build access.
- Time-limited links: use expirable links for highly sensitive pre-release builds and note expiration dates in the press kit.
- Request process: specify whether media should request keys via email, a form, or a third-party platform and provide an estimated fulfillment timetable.
- Known issues & debug notes: share a short list of known bugs, test account credentials if relevant, and how to access multiplayer servers or test environments.
- Security measures: avoid sending keys in plain text over public channels; consider sending via a secure PR mailbox or using a vetted platform with key management features.
Streamer and Creator-Friendly Assets
Streamers and creators are major distribution partners. A press kit should include materials and permissions tailored to their workflows.
- Streamer rules: state whether livestreams and clips are permitted, any embargo rules, and whether there are specific areas the team prefers not to be shown.
- Assets for creators: provide a set of “streamer packs” with overlay-friendly key art, emotes or stickers where applicable, and short no-music trailers for background-free promotion.
- Pre-made social copy: create short caption templates and hashtag suggestions so creators can post quickly and consistently.
- Monetization guidance: clarify whether creators can monetize streams with the game’s footage and any requirements for store links, affiliate tags, or referral codes.
Offering a simple Twitch/YouTube Starter Pack (thumbnail images, short clips, and an attribution line) makes it easier for creators to feature the game and helps the team track mentions.
Outreach Strategy Linked to the Kit
Having assets is not the same as distributing them effectively. Outreach must be targeted and respectful of editorial rhythms.
Outreach best practices include personalizing pitches, leading with the hook most relevant to the recipient, including direct links to specific assets, and offering exclusives sparingly to top-tier outlets. Short, personalized messages perform far better than generic blasts.
Sample Email Templates (Third Person)
Below are adaptable templates the team can use to streamline outreach. All examples are written in the third person to fit the requested tone.
Initial pitch to an outlet:
Hi [Name],
The team at [Studio] has created [Game Title], a [genre] that [hook]. They will release on [platforms] in [window]. They thought it would fit [outlet] because of [relevant reason]. A press kit and trailer are available here: [press kit link]. Review keys are available on request—please reply with platform preference and publication timeline.
Key request confirmation:
Hi [Name],
Thanks for requesting a key. The studio will send a [platform] key to this email within [X] hours. The press build will expire on [date] and is subject to the embargo date of [date] if applicable. Please reach out if special instructions for multiplayer testing are required.
Follow-up (one week later):
Hi [Name],
The team wanted to check if [outlet] needs any additional assets or an interview. They can provide extra screenshots, a no-music trailer, or developer quotes upon request. If the title isn’t a fit, a quick reply helps the team prioritize invites.
Measuring the Press Kit’s Effectiveness
Quantitative and qualitative tracking helps the team iterate their kit and outreach over time.
- Analytics: instrument the press page with analytics (for example, Google Analytics) to track visits, time on page, and file downloads.
- UTM parameters: use UTM-tagged URLs in outreach to see which pitches drive traffic and which assets convert to downloads.
- CDN and server logs: analyze which files are downloaded most often and from which regions to tailor future assets.
- Qualitative feedback: ask a short optional question when fulfilling keys—”Which asset would be most helpful?”—and collect feedback from journalists and creators on missing materials.
- Earned media tracking: compile links to coverage to see which outlets used which assets and whether those assets influenced headline or placement.
Regularly review these metrics and perform small A/B tests—such as offering two different thumbnail images—to learn what drives larger placements and social shares.
Maintenance, Versioning, and Notification
A press kit must be a living resource that evolves with the project. Time-stamping assets and keeping an archive prevents outdated material from circulating.
- Visible versioning: show “last updated” on the press page and in the readme file.
- Archive old assets: move deprecated logos or copy into an archive/ folder with date stamps and a short reason for deprecation.
- Notify key contacts: maintain a small press-contact list and send brief update emails when major assets change or when embargoes lift.
Frequent but concise updates maintain trust with media partners and keep coverage accurate as the game approaches release.
Common Mistakes and How to Fix Them
Many indie teams inadvertently create friction. Recognizing and correcting common errors saves time and improves outcomes.
- Missing hi-res files: solve by preparing separate press-full bundles that include 4K art and high-bitrate trailers.
- Unclear contacts: provide at least two contact points with roles and response expectations.
- No build access plan: set up a standard process for issuing keys (email template, form, or Steamworks key distribution) and document it in the press kit.
- Inconsistent messaging: consolidate copy in the press kit copy/ folder and mark the canonical long description to avoid confusion.
- Passwords and access friction: avoid gating basic assets behind passwords—if a password is needed for pre-release assets, make the request process frictionless and fast.
Audit Checklist: How to Review an Existing Press Kit
A periodic audit helps teams find weak spots and prioritize fixes before major outreach.
- Are all logos available in vector and high-res raster formats?
- Do screenshots cover major gameplay pillars and UI?
- Are trailers available at multiple lengths and downloadable?
- Is there a clear readme with contact info and a version date?
- Is the press page accessible and mobile-friendly, with alt text and transcripts?
- Are legal permissions described clearly for editorial and creator use?
- Are keys and embargo rules laid out and easy to request?
The team can run this checklist monthly during active marketing phases and quarterly otherwise.
Examples of Tools and Hosting Options
Several reputable tools and platforms help manage press assets and distribution.
- Steamworks: widely used for Steam key distribution and store asset guidelines—developers can manage keys and store pages. See Steamworks documentation.
- Itch.io: convenient for distributing keys and hosting downloadable builds for indie-friendly audiences.
- Cloud hosting: Amazon S3, Google Cloud Storage, or Dropbox for direct file hosting and expirable links.
- Video hosting: YouTube for discoverability and Vimeo for higher-quality download options for press.
- Asset management: services such as Cloudinary can help optimize and serve images and adapt formats for different devices.
Useful External Resources
Industry resources help teams align press kits with platform and journalistic standards.
Press Kit Checklist Template
Use this compact checklist before publishing a press kit to reduce last-minute issues and improve press interactions.
- Logos: SVG/EPS + PNG (color, white, black)
- Key art: multiple aspect ratios, layered files
- Screenshots: curated set, descriptive names, hi-res
- Videos: trailers at multiple lengths and MP4 downloads
- Copy: one-liner, short blurb, long description, feature bullets
- Quotes: permissioned testimonials and developer quotes
- Specs: platforms, engine, system requirements, localization
- Contact sheet: primary & secondary contacts, social links
- Legal: copyright notice and usage permissions
- Accessibility: alt text, transcript, readable layout
- Hosting: press page + direct download links, readme with version/date
- Streamer pack: clip permissions, no-music trailers, thumbnails
- Metrics: UTM links, analytics, file download tracking
Maintaining Media Relationships
Beyond providing assets, maintaining respectful, professional relationships with media and creators yields long-term benefits.
- Be responsive: acknowledge requests quickly and set realistic timelines for follow-ups.
- Be honest: disclose platform limitations, known bugs, and embargo rules up front.
- Show appreciation: share coverage links with the team and on social channels, and send a brief thank-you note to outlets that published reviews or features.
- Keep a CRM: track outreach history, preferences, and past coverage to personalize future pitches and avoid fatigue.
Final Guidance and Next Steps
Building a press kit is an investment in clarity and relationships. The team should prioritize the most impactful assets first—high-resolution key art, a main trailer, and a clear contact sheet—and then expand with localized blurbs, streamer packs, and accessibility materials.
Periodic audits and analytics-driven iteration will improve the kit over time, and a respectful outreach approach will maximize the value of the assets. The team should focus on one area to improve first, such as creating layered key art or formalizing the key distribution process, and then iterate to make subsequent campaigns smoother and more effective.
