Getting media coverage will get your game noticed. It starts a conversation with a community, provides design feedback, and provides free advertising. But getting your game on journalists’ radars amid a deluge of daily pitches can be like shouting over a pneumatic drill. How do you cut through the noise? Pocket Gamer’s Alysia Judge will be sharing her insights on how to approach journalists, what the media looks for in a news-worthy game, and how to construct a memorable pitch. She’ll also be lifting the lid (and risking ex-communication from her peers) on what metrics journalists use to rate a game’s success in reviews, and whether it’s worthwhile for developers to hire a PR agency.

4. Free publicity!
Evangelizes the games industry to a
global audience
Backs up publisher claims
Hypes new releases, updates, and innovations
Media
Used in promotion, press releases,
UA campaigns, TV ads
GIVES YOUR GAME…
Informs store Editors

6. To PR?
Or not to PR?

7. When to start “doing” PR
“Constant”
PR you can
do yourself
YouTube
Facebook
Twitter
Google+

8. 1 week
When to start “doing” PR
1
month
Pitch journalists with a
news story about your
game launching.
Find an angle.
3 weeks
If successful with news
coverage, invite
journalists for a hands-
on preview.
If not, pitch another
news story with
different angle.
2 weeks
Send out review
promo codes to
editors
Review published.
Drum up social media.
Game
Launch

12. Research the journalist and publication
Adjust your pitch accordingly
Do your research

13. Pitch beyond news and reviews

15. Journalists 
Don’t go social

16. Publish date
Press release
Press release
(be formal)
Subject line
Email intro
(be friendly)

17. Opening paragraph
Why should I care?
SCREENSHOTS
Second and third paragraphs
Give me more detail. Release
date, pricing, platforms, target
audience
Final paragraph
Quote from senior company member
explaining news or launch
“About Company” section
Include a paragraph at the end detailing your company’s
background, ethos, HQ, and employees.
Summary: Press release structure
Screenshots
/ Artwork
Gameplay
video
Grammar

19. Audio and
visual
/ 10
Gameplay
/ 10
Innovation
/ 10
Value
/ 10
Overall
/ 10
Review criteria

20. “This game is worthless. If you play it, even out of a sense of morbid curiosity after
hearing how bad it is, you will feel debased and regret the time you’ve lost. If you
spend money on it the sense of injustice will transform you into a tougher, wiser, but
ultimately sadder person.”
1
4“This game is pretty bad. It falls just short of being forgettable,
which means that its failings – but not its merits - are severe enough
to be memorable.”
5
“This game is average. It’s not enjoyable, but nor is it unenjoyable exactly.
When somebody asks you how it was you can’t think of anything to say, so
you flatly exhale and wander off in search of a snack.”
7
4
“This game is really quite good. Not everything works – the graphics may be
a bit drab, the controls may be a bit flaky, the story may be a bit dull – but
what matters is that most of it is fun. At university, this would be a low 2:1.”
9
“This game is brilliant. Not only does it look great and play well, but it also
exhibits an extra spark of creative inspiration that you just can’t learn about in
your precious books.”
10“This game is magnificent. If you like games in this genre, there’s a reasonable
chance that this will become your favourite game, and even if you don’t tend to like
this sort of game you should probably give this one a go just in case. It’s almost
impossible to conceive of how it could be any better.”