How to Create a Press Kit for Your Game in 30 Minutes

Learning how to make a press kit for your game doesn't have to take days of research and hours of web development. A professional, journalist-ready press kit can be created in 30 minutes if you have your assets prepared and use the right tool. This guide walks you through the entire process step by step — from gathering your materials to publishing a press kit that makes journalists want to cover your game.

TL;DR: Gather materials first (screenshots, trailer, descriptions, logos, contact info). Install presskit.gg or sign up for Press Kitty. Fill in studio profile, then game press kit. Test all download links. Link your press kit from Steam, your website, and social bios. Update at every milestone.

Key Takeaways

Preparation makes the 30-minute timeline realistic. Gather all assets before you start.
Must-haves: 6-12 high-res screenshots, trailer, logos, factsheet, short and long descriptions, contact email.
Screenshots should be 1920x1080 minimum, JPEG at 90-95% quality, no watermarks.
Include a downloadable ZIP of all assets plus individual download links.
Test everything: download links, embeds, mobile display. Then link your press kit everywhere.

We'll be using presskit.gg (a free WordPress plugin) for the walkthrough, but the principles apply regardless of which tool you choose. The important thing is having the right content, in the right format, organized the right way.

Before You Start: What You'll Need

Gather these materials before you sit down to create your press kit. Having everything ready is what makes the 30-minute timeline realistic. If you need to stop and capture screenshots or export logos mid-process, you'll lose momentum.

The Essential Materials Checklist

Text content:

Game title and subtitle
Studio/developer name
Short description (1-2 sentences — your elevator pitch)
Long description (2-3 paragraphs + feature bullet list)
Factsheet data: platforms, release date, price, genre, engine, player count
Team information (names, roles, studio bio)
Press contact email
Social media URLs (Steam, Twitter/X, Discord, website)

Visual assets:

6-12 screenshots (1920×1080 minimum, no watermarks)
Game logo (PNG with transparent background, light + dark versions)
Key art / hero image (high resolution, 1920×1080+)
Team photo (optional but recommended)

Video:

Main trailer (YouTube/Vimeo URL + downloadable MP4)
B-roll footage (60-90 seconds of raw gameplay, optional but valuable)

Extras (if available):

Awards and nominations
Press quotes from existing coverage
Brand guidelines (colors, fonts)
GIFs (3-5 short gameplay clips)

If you have all of this ready, creating the press kit itself is just data entry and uploading. Let's go.

Step 1: Set Up Your Press Kit Tool (5 Minutes)

Using presskit.gg (WordPress)

If you already have a WordPress website for your studio or game:

Log into your WordPress admin panel
Go to Plugins → Add New and search for "presskit.gg"
Install and activate the plugin
Navigate to presskit.gg in the WordPress sidebar — you'll see the setup wizard

The plugin creates the necessary pages and custom post types automatically. Your press kit will be available at a URL like yourstudio.com/presskit/ — on your own domain, with your own branding.

If you don't have WordPress yet, most hosting providers (SiteGround, Bluehost, etc.) offer one-click WordPress installation. You can go from zero to a working WordPress site in about 10 minutes. Managed WordPress hosting starts at $3-5/month.

Alternative tools

If you're using a different tool:

Press Kitty: Go to impress.games, create an account, and start a new press kit.
Milou/presskit.html: Clone the repository, install dependencies with npm install, and open the YAML template files.
DIY: Create a new page on your website and start building the layout.

Step 2: Create Your Studio Profile (3 Minutes)

Every press kit starts with your studio (or company) profile. This is the overarching page that introduces your team and links to individual game press kits.

Fill in these fields:

Studio name — Your official studio or developer name
Founded — Year you started
Location — City, country (or "Remote" if applicable)
Team size — Number of people
Website — Your main URL
Press email — The email where journalists should reach you
Social links — Twitter/X, Discord, Bluesky, LinkedIn, etc.

Studio description: Write 2-3 sentences about who you are and what you make. Keep it factual and human. Example:

"Thornvale Games is a two-person studio based in Portland, Oregon. Founded in 2023, we make narrative-driven RPGs inspired by '90s JRPGs and modern roguelikes. Our first title, Wildwood, is in development for PC and Nintendo Switch."

Upload your studio logo if you have one (separate from your game logo).

This page is your studio's press identity. Journalists writing about your company (not just a specific game) will reference this page.

Step 3: Create Your Game Press Kit (10 Minutes)

Now for the main event. Create a new game press kit and fill in each section.

3a. Factsheet

The factsheet is the quick-reference data that appears in a sidebar on your press kit page. Journalists scan this first.

Fill in every field:

Field	Example
Title	Wildwood
Developer	Thornvale Games
Publisher	Self-published
Platforms	PC (Steam), Nintendo Switch
Release date	Q3 2026
Price	$19.99
Genre	Survival RPG, Roguelite
Engine	Godot 4.3
Players	Single-player

Tip: Be specific with genre. "Roguelite deckbuilder with town-building elements" tells a journalist far more than "Strategy RPG." Specific genres help journalists decide if a game fits their coverage area.

3b. Descriptions

Short description (1-2 sentences):

This is your elevator pitch — the text that a journalist will copy-paste into the first line of their article. Make every word count.

✅ Good: "Wildwood is a hand-drawn survival RPG about rebuilding a village after a magical catastrophe, featuring real-time crafting, turn-based combat, and a season system that transforms the world every 30 minutes."

❌ Bad: "Wildwood is an amazing new RPG with tons of features and incredible gameplay that will redefine the genre."

The first version gives concrete details. The second says nothing.

Long description (2-3 paragraphs):

Expand on your short description. Cover the premise, core mechanics, and what makes your game unique. Then add a feature list:

Key features — 5-8 bullet points highlighting your game's most important and distinctive features
Use specifics — "200+ hand-drawn enemy designs" not "tons of enemies"
Lead with differentiators — What makes your game different from others in its genre?

3c. Screenshots

Upload your screenshots. This is the most important section of your entire press kit.

What to upload:

Select 6-12 of your best screenshots. You want variety:

2-3 showing core gameplay
1-2 showing different environments/biomes
1-2 showing key features (skill tree, crafting system, dialogue)
1 showing the UI in context
1-2 "beauty shots" — your most visually impressive moments

Screenshot specifications:

Spec	Recommendation
Resolution	1920×1080 minimum, 3840×2160 (4K) preferred
Format	JPEG at 90-95% quality (best for most games), PNG for pixel art
Watermarks	❌ Never. Journalists need clean images.
HUD/UI	Include in some shots, disable for beauty shots
Compression	Minimal — provide the highest quality originals
Naming	Descriptive: `wildwood-forest-combat.jpg` not `screenshot_001.jpg`

Katharine Castle, Editor-in-Chief of Rock Paper Shotgun, has confirmed that "JPEG images are generally the preferred choice" for press kit screenshots.

Screenshot capture tips:

Use a photo mode if your game has one, or bind a key to disable the HUD for clean captures
Capture during interesting moments — combat, exploration, discovery. Not menus or loading screens.
Show variety — If all your screenshots look the same, journalists will assume your game is monotonous
Capture at the highest resolution your game supports, even if you need to temporarily increase settings
Check each screenshot at full size before including it — compression artifacts, debug text, or cursor icons are easy to miss at thumbnail size

3d. Trailer

Add your trailer by entering the YouTube or Vimeo URL. Most press kit tools will embed it automatically.

Also provide a direct download link. Not every outlet embeds YouTube videos in their articles — some prefer to host video natively. Upload your trailer MP4 to your server, Google Drive, or a file hosting service and include the download link.

Trailer specifications:

MP4 format, H.264 codec
1080p minimum (4K preferred)
60fps if your game runs at 60fps
60-120 seconds is the sweet spot for most game trailers
Include both the main/announcement trailer and any gameplay trailers

3e. B-roll Footage (Optional but Valuable)

B-roll is raw, unedited gameplay footage without text overlays, music, or cuts. Video outlets and content creators use it to make their own coverage content. Martin Robinson of Eurogamer specifically calls out b-roll as one of the key assets he looks for.

B-roll tips:

60-90 seconds of continuous gameplay
No intros, logos, or text overlays
No background music (outlets add their own)
Capture at 1080p/60fps minimum
Show the game being played naturally — don't stage it

3f. Logos and Key Art

Upload your logo files and key art:

Main logo — PNG with transparent background
Light version — For use on dark backgrounds
Dark version — For use on light backgrounds
Icon/mark — If you have a simplified icon version
Key art — Your main marketing artwork, high resolution, with and without logo text

3g. Additional Information

Fill in any remaining sections:

Awards — Festival selections, competition wins, award nominations
Press quotes — Brief quotes from published coverage ("'A delightful surprise' — PC Gamer")
Team info — Names and roles of key team members
Credits — Full development credits if applicable

Step 4: Review and Configure (5 Minutes)

Before publishing, do a quality check:

Content Review

All factsheet fields are complete and accurate
Short description reads well and is copy-paste friendly
Long description has specific details and a feature list
All screenshots load correctly at full resolution
Trailer embeds and plays correctly
Download links work (test them!)
Contact email is correct and monitored
No typos, placeholder text, or "TBD" entries

Technical Check

Press kit page loads in under 3 seconds
Page looks good on mobile (check on your phone)
ZIP download works and contains all assets
All images have appropriate file names
Press kit URL is clean and memorable (e.g., yourstudio.com/presskit/wildwood)

SEO Quick Wins

Page title includes your game name + "press kit"
Meta description mentions your game and "press kit"
Images have descriptive alt text
Your press kit is linked from your main website navigation

Hit publish. Your press kit is now live.

Post-launch checklist:

Link your press kit from your main website — Add "Press" or "Press Kit" to your site navigation
Add the URL to your Steam page — In your Steam developer partner tools, add your press kit URL
Update your email signature — Include your press kit URL
Pin it in your Discord — If you have a developer Discord, pin the press kit link
Add it to your social media bio — Twitter/X, Bluesky, etc.
Test the full journalist experience — Open your press kit in an incognito/private browser window. Can you find everything you need within 30 seconds? Can you download all assets easily?

What Journalists Look For: Insider Tips

Understanding what journalists and content creators need from your press kit helps you prioritize the right things. Here's what industry professionals have told us:

Speed Is Everything

Journalists are often working on tight deadlines. When Martin Robinson (Eurogamer) checks a press kit, he wants "screenshots, a trailer, a small amount of b-roll, and perhaps most importantly some good high-quality artwork" — fast. Your press kit should surface these assets within seconds of loading.

Practical takeaway: Put screenshots and the trailer above the fold. Don't bury them under paragraphs of text.

Supplementary Info Wins

Katharine Castle (Rock Paper Shotgun) values "extra supplementary information that hasn't already been sent out in press releases." Your press kit should include details that go beyond your Steam description — development backstory, design philosophy, technical details, or team history.

Practical takeaway: Include a section with unique angles or behind-the-scenes context that a journalist can build a story around.

Professionalism Signals Seriousness

Michael Schade (Rockfish Games CEO) puts it directly: "Having a proper press kit shows professional intent." Even if you're a solo developer working from your bedroom, a well-organized press kit tells journalists that you understand the industry and respect their workflow.

Practical takeaway: Use a dedicated press kit tool rather than a Google Drive folder. The 30 minutes of setup time pays off in credibility.

Downloadable Assets Are Non-Negotiable

Journalists embed your screenshots in their articles. They need high-resolution, clean files — not screenshots of your Steam page. Every image, logo, and trailer should have a direct download link.

Practical takeaway: Include both individual asset downloads AND a ZIP file containing everything. Label the ZIP clearly: wildwood-press-kit-assets-2026.zip.

The Complete Press Kit Checklist

Print this out (or bookmark this page) and run through it every time you update your press kit.

✅ Must Have (Your press kit isn't ready without these)

✅ Should Have (Significantly improves your press kit)

B-roll footage (60-90s raw gameplay, no overlays)
GIFs (3-5 short gameplay clips for social media)
Studio/team information (names, roles, brief bio)
Social media links (Steam, Twitter/X, Discord)
Website link to your game's main page
Awards and recognition if applicable
Additional concept art or development artwork

✅ Nice to Have (Goes above and beyond)

Multiple trailer versions (announcement, gameplay, launch)
Brand guidelines (hex colors, font names, logo usage rules)
Press quotes from existing coverage
Development timeline or roadmap
Fact/figure highlights (e.g., "200 hours of playtesting" or "60,000 wishlists")
Key request system for journalists to request review copies
Multi-language descriptions

After You Publish: Keeping Your Press Kit Current

Creating your press kit is not a one-time task. Your press kit should be a living document that evolves alongside your game.

When to Update

New trailer drops → Replace or add to your trailer section immediately
New screenshots → Swap out old screenshots, especially if the game's art has improved
Release date change → Update factsheet right away — outdated dates are the #1 credibility killer
Major update or DLC → Refresh the entire kit with new assets
Award or press quote → Add to social proof section
Monthly → Quick review to catch anything stale

Setting Up a Maintenance Routine

Set a recurring calendar reminder — "Review press kit" — every month. It takes 5 minutes to scan your press kit, check that all links work, and verify that the information is current. The cost of an outdated press kit (missed coverage, reduced credibility) far outweighs 5 minutes of monthly maintenance.

Common Pitfalls to Avoid

Even with a tool handling the layout, there are mistakes developers make with their press kit content:

Generic descriptions — "An exciting adventure game" tells no one anything. Be specific about what makes your game unique.
Low-res screenshots — If it looks blurry on a journalist's 4K monitor, it won't get used. Always provide the highest quality.
Missing contact info — You'd be amazed how many press kits have no email address. Include it at the top AND bottom.
Outdated trailers — If your game has changed significantly since your trailer was made, record a new one. An old trailer that misrepresents the current game is worse than no trailer.
Too much text, not enough assets — Journalists need visuals first, context second. Lead with screenshots and trailers, then provide descriptions.
Unmonitored press email — Having a press email you never check defeats the purpose. Set up notifications or check it daily during your campaign period.

You're Done — Now What?

You have a professional press kit. Here's how to put it to work:

Include it in every pitch email — When you email journalists, include a link to your press kit. Don't attach a 50MB ZIP to the email itself.
Reference it in press releases — Every press release should link to your press kit for additional assets.
Share it with content creators — YouTubers and streamers need assets too. Your press kit serves them as well as traditional press.
Submit to press kit directories — Some outlets and databases list games with press kits. Make sure yours is findable.
Use it for events — If you're showing at a convention or Steam Next Fest, your press kit URL should be in every communication.

Your game's press kit is the foundation of your PR efforts. Everything else — pitches, press releases, social media campaigns — works better when journalists can quickly access professional assets and accurate information about your game.

Thirty minutes. That's all it takes.

Free Tools: Use our Game Fact Sheet Generator to create your fact sheet and our Press Email Generator to write your outreach emails. Both run in your browser with no signup required.

Frequently Asked Questions

What's the minimum I can get away with for a press kit?

Game title, 5-8 screenshots, one trailer, a short description, contact email, and Steam link. That's the absolute minimum. Add logos, key art, and a fact sheet as soon as possible.

Should I include gameplay screenshots or beauty shots?

Both. Mix core gameplay showing what players actually do, with a few beauty shots showing your most visually impressive moments. Journalists need both for different types of coverage.

How do I know if my press kit is good enough?

Test it yourself. Open your press kit in an incognito window. Can you find everything a journalist needs within 30 seconds? Can you download all assets easily? If not, simplify and improve.

What file formats should I use for screenshots?

JPEG at 90-95% quality for most games. PNG for pixel art or UI-heavy screenshots where compression artifacts would be visible. Minimum 1920x1080 resolution, higher is better.

Go deeper with these guides from our field guide library:

Want to understand press kits at a deeper level? Read our Complete Guide to Indie Game Press Kits. Comparing tools? Check out the Best Press Kit Tools for Indie Games.