The Complete Guide to Indie Game Press Kits [2026]

An indie game press kit is a single, organized page on your website where journalists, streamers, and content creators can find everything they need to cover your game — screenshots, trailers, logos, descriptions, and contact info — without emailing you first. It is the single most effective thing you can do to make your game easy to write about, and every indie developer shipping a game in 2026 should have one ready before they send a single pitch email.

In this guide, we'll cover exactly what goes into a great press kit, why it matters more than most devs realize, and how to build one — even if you've never done PR before.

Why Do You Need an Indie Game Press Kit?

A press kit removes friction from the coverage process. Journalists receive hundreds of pitches per week. If writing about your game requires a back-and-forth email chain just to get a logo and some screenshots, most writers will move on to the next game in their inbox. A good press kit means a journalist can go from "this looks interesting" to "published article" without ever contacting you.

The Numbers: Why Press Kits Matter

The indie game market is enormous — and noisy. In 2024, over 14,000 games were released on Steam alone. That number has been climbing steadily from roughly 10,000 in 2020. Every single one of those games is competing for the same limited pool of press attention.

Meanwhile, the number of dedicated games journalists has been shrinking. Major outlets have laid off staff. Freelancers cover more titles with less time. The result: journalists are more selective than ever about which games they write about, and they heavily favor games that make their job easy.

A press kit is not a nice-to-have. It is baseline professionalism.

What Journalists Actually Say

The best argument for having a press kit comes from the people who use them:

"A [Google Drive] or Dropbox link containing a folder of nine to 12 screenshots, a trailer, a small amount of b-roll, and perhaps most importantly some good high-quality artwork." — Martin Robinson, former Editor-in-Chief, Eurogamer

Martin's quote cuts straight to the heart of what journalists need: fast access to high-quality visual assets. No sign-up forms. No password-protected links. No 500MB ZIP files that take 20 minutes to download. Just the assets, clearly organized, ready to use.

"If I'm writing about a game, I'll already have a certain level of awareness... any extra supplementary information that hasn't already been sent out in press releases is going to be more valuable." — Katharine Castle, Editor-in-Chief, Rock Paper Shotgun

Katharine's insight is important: your press kit should go beyond what's in your Steam description. Unique angles, behind-the-scenes context, and details about your team give journalists something to work with that isn't just recycled marketing copy.

"Having a proper press kit shows professional intent, even if it is just a solo dev game." — Michael Schade, CEO, Rockfish Games

This is the underrated benefit. A well-made press kit signals to journalists, publishers, and platform holders that you take your game seriously — and by extension, that your game is worth their time.

What to Include in Your Game Press Kit

A complete indie game press kit has nine core components. Miss any of them and you're creating unnecessary friction for anyone trying to cover your game. Here's what to include, in order of importance.

1. Factsheet

The factsheet is a quick-reference sidebar that gives journalists the essential data at a glance. It should be scannable in under 10 seconds and include the following details:

Game title (including subtitle if applicable)
Developer name (studio and/or individual)
Publisher (if applicable; "Self-published" is fine)
Platform(s) — PC, Mac, Linux, Switch, PlayStation, Xbox, Mobile
Release date — exact date, "Q2 2026," or "TBA"
Price — including regional pricing if you have it
Genre — be specific ("roguelite deckbuilder" not just "strategy")
Engine — Unity, Unreal, Godot, custom, etc.
Player count — single-player, online co-op (2-4), etc.
Website URL
Social links — Steam page, Twitter/X, Discord, etc.

The factsheet is your game's baseball card. Every press kit tool places it prominently because journalists check it first.

2. Game Description

Your press kit needs two descriptions: a short one (1-2 sentences) and a long one (2-3 paragraphs).

The short description is your elevator pitch. It should be immediately understandable and quotable. Think of it as the text a journalist will paste directly into their article's intro paragraph.

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

The long description expands on your game's key features, themes, and what makes it unique. This is where you tell the story of your game — not just what it is, but why it exists and what experience it delivers.

Tips for writing your press kit descriptions:

Lead with what makes your game different
Use concrete details, not marketing superlatives ("200 hand-drawn enemy types" > "tons of enemies")
Write for someone who has never heard of your game
Avoid jargon unless your audience expects it (a hardcore sim audience knows what "DCS-level fidelity" means)
Include a features list with 5-8 bullet points

3. Screenshots

Screenshots are the single most important asset in your press kit. They will be used as article headers, social media posts, store page imagery, and video thumbnails. Bad screenshots mean bad coverage.

How many: 6 to 12 screenshots. Fewer than 6 limits what journalists can choose from. More than 12 becomes overwhelming and suggests you can't curate your own content.

Resolution: Minimum 1920×1080 (Full HD). Higher is better — 4K (3840×2160) gives journalists flexibility to crop. Always provide the highest quality originals.

Format: JPEG for photographs and detailed scenes, PNG for UI-heavy or pixel-art screenshots. JPEG at 90-95% quality is the standard for most games. Katharine Castle of Rock Paper Shotgun has noted that "JPEG images are generally the preferred choice."

What to capture:

Core gameplay (the thing players actually do for most of their playtime)
A variety of environments and scenarios
Key moments or set pieces
UI in action (at least 1-2 shots showing the interface)
Early game AND late game content if visually distinct
At least one "hero shot" — the single most visually impressive frame from your game

What NOT to do:

❌ No watermarks or logos on screenshots (journalists need clean images)
❌ No debug text, FPS counters, or dev tools visible
❌ No heavily compressed or low-resolution images
❌ No screenshots that all look the same (5 shots of the same forest = wasted space)
❌ No concept art mixed in with screenshots (separate section for that)

4. Trailers and Video

Video is essential for modern press coverage. A good trailer can be embedded directly in articles, shared on social media, and used in video content.

What to provide:

Main trailer — Your best, most current trailer. Link to YouTube/Vimeo AND provide a direct download link (MP4, 1080p minimum).
B-roll footage — 60-90 seconds of raw, unedited gameplay without text overlays, music, or cuts. This is what video outlets and streamers use to create their own content. Martin Robinson specifically calls out b-roll as important.
GIFs — 3-5 short (5-10 second) gameplay GIFs are extremely useful for social media coverage and quick previews.

Technical specs for download files:

MP4 format, H.264 codec
1080p minimum, 4K preferred
60fps if your game runs at 60fps
No intros, outros, or studio logos on b-roll
Keep file sizes reasonable — a 2GB b-roll file will not get downloaded

5. Logos and Key Art

Logos and key art are used for article headers, thumbnails, and social media posts. Provide them in multiple formats.

Logo files to include:

Full logo with text (PNG with transparent background)
Icon/mark only (PNG with transparent background)
White version (for dark backgrounds)
Dark version (for light backgrounds)
Vector format (SVG or AI) if available

Key art: This is the hero image of your game — the main marketing artwork. It should be:

High resolution (minimum 1920×1080, ideally larger)
Available with and without logo/text overlay
Suitable for horizontal (16:9) use — this is how most outlets display headers

6. Brand Assets and Style Guide

Beyond logos, consider including basic brand guidelines:

Primary and secondary colors (hex codes)
Font names used in your branding
Clear guidance on how to use (and not use) your logo
Any required legal text ("© 2026 Studio Name" etc.)

This isn't essential for every indie, but it helps ensure consistent representation across outlets.

7. Team Information

Journalists want to know who made the game. This is especially important for indie games, where the personal story is often part of the coverage angle.

Include:

Studio name and founding year
Team size and location
Key team members (names and roles)
Short studio bio (2-3 sentences)
Previous credits or shipped titles
A team photo (optional but adds personality)

8. Awards, Quotes, and Social Proof

If you have them, include:

Awards and nominations (festival selections, competition wins)
Press quotes from published coverage
Notable community milestones (Steam wishlist numbers, demo downloads)
Any Early Access or beta feedback highlights

Don't fabricate or exaggerate. One genuine award is worth more than five made-up accolades.

9. Contact Information

This is shockingly often forgotten. As one marketing guide notes: "You have no idea how many developers do not include contact details in their own press kits."

Include:

Press email — a dedicated address like press@yourstudio.com
Individual contacts — Name + email for whoever handles press
Social media — Twitter/X, Discord, Bluesky
Website — your main site URL
Business inquiries — separate email if you want to distinguish press from partnership/publishing inquiries

Make your contact information impossible to miss. Put it at the top AND the bottom of your press kit.

How to Structure Your Press Kit

The layout and structure of your press kit matters almost as much as the content. Journalists are scanning, not reading — your press kit needs to surface the most important information instantly.

The Ideal Press Kit Layout

Based on analyzing hundreds of effective press kits and the established standard set by presskit(), here's the structure that works:

Header — Game title + key art
Factsheet sidebar — Quick reference data (always visible)
Description — Short pitch, then expanded description
Features — Bulleted list of key features
Screenshots — Gallery with direct download links
Trailer — Embedded video + download link
Logo & Key Art — Download section
Awards & Recognition — If applicable
Team / About — Studio info
Contact — Press email and social links
ZIP Download — One-click download of all assets

This structure has been the industry standard since Rami Ismail created presskit() in 2013, and for good reason — it's what journalists expect. Tools like presskit.gg, Press Kitty, and others all follow this basic layout because it works.

Press Kit as a Web Page vs. a PDF or ZIP

Always have a web page. A press kit should be a URL you can include in emails, share on social media, and link from your Steam page. A downloadable ZIP of assets is a supplement to your web page, not a replacement.

Why web pages beat PDFs and ZIP files:

Instant access — No download required to view
Always up to date — You update it once, everyone sees the latest version
SEO benefits — A web-based press kit can rank in Google, bringing journalists to you
Shareability — A URL is easier to share than a file
Analytics — You can track who's visiting your press kit and what they're downloading

Hosting Your Press Kit: Subdomain, Subdirectory, or Third Party?

You have three main options for where your press kit lives:

Option A: Your own website (e.g., yourgame.com/press or press.yourgame.com)

✅ Best for SEO and brand consistency
✅ Full control over design and content
✅ Your domain authority benefits from the page
❌ Requires web development skills or a CMS

Option B: WordPress with a plugin like presskit.gg

✅ Self-hosted on your own domain
✅ No coding required
✅ Professional layout out of the box
✅ Your data, your hosting
❌ Requires WordPress

Option C: Third-party hosted service (Press Kitty, PressKitHero, etc.)

✅ Easiest to set up
✅ No hosting needed
❌ Press kit lives on someone else's domain (e.g., impress.games/press-kit/your-game)
❌ Vendor lock-in risk
❌ Less SEO benefit (link equity goes to their domain, not yours)

For most indie developers, the sweet spot is hosting your press kit on your own domain — either hand-built, with a CMS like WordPress, or using a tool that lets you self-host.

Common Press Kit Mistakes (and How to Avoid Them)

After reviewing hundreds of indie game press kits, these are the most common mistakes developers make. Avoid them and you're already ahead of 80% of the games on Steam.

Mistake 1: No Press Kit at All

The most common mistake is simply not having one. Many indie developers assume that their Steam page is sufficient, or that journalists will just email them for assets. They won't. If a journalist can't find your press materials in under 30 seconds, they move on.

Fix: Create a press kit before you start pitching. Even a basic one is better than none.

Mistake 2: Outdated Information

Your press kit says "Coming 2024" but it's 2026. Your screenshots show an early prototype. Your trailer is from two years ago. Outdated press kits actively harm your credibility.

Fix: Update your press kit every time something significant changes — new trailer, new screenshots, release date update, platform additions. Set a calendar reminder to review it monthly.

Mistake 3: Low-Quality Screenshots

Blurry, compressed, or poorly composed screenshots will make even a great game look amateur. Journalists use your screenshots as the primary visual for their coverage. Bad screenshots = bad-looking articles = no coverage.

Fix: Invest time in capturing great screenshots. Use photo mode if you have one. Disable UI for beauty shots. Capture at the highest resolution possible. Curate ruthlessly — 6 excellent screenshots are better than 20 mediocre ones.

Mistake 4: Missing Contact Information

You'd be amazed how often developers create detailed press kits with beautiful screenshots, trailer embeds, full feature lists... and no email address. How is a journalist supposed to request a review code?

Fix: Put your press email in at least two places — the factsheet and the bottom of the page.

Mistake 5: Password-Protected or Gated Access

Some developers put their press kit behind a login, a form, or a password. This defeats the entire purpose. Journalists want instant access. Every barrier you add is another reason to skip your game.

Fix: Make your press kit publicly accessible. If you have embargoed content, create a separate section with access controls — but keep the main press kit open.

Mistake 6: No Downloadable Assets

Having a beautiful press kit web page is great, but if journalists can't easily download your screenshots and logos, they'll screenshot your page instead — resulting in compressed, low-quality images in their articles.

Fix: Include direct download links for all assets, plus a ZIP file containing everything. Make file names descriptive: wildwood-screenshot-forest-combat-4k.jpg not IMG_20260115_001.jpg.

Mistake 7: Writing Like a Marketing Department

Press kits filled with phrases like "revolutionary gameplay experience" and "genre-defining masterpiece" read as insecure. Journalists will rewrite your copy anyway — give them facts and specifics, not hype.

Fix: Write like a developer, not a marketer. Be specific and honest. "A 15-hour campaign with 4 endings" is more useful than "an epic adventure that will blow your mind."

Mistake 8: Ignoring Mobile and Performance

Your press kit is a web page. If it takes 30 seconds to load because you embedded twelve uncompressed 4K screenshots inline, journalists on slow connections will bail. If it breaks on mobile, journalists checking their phone during a commute won't be able to share it.

Fix: Optimize images for web display (provide thumbnails that link to full-resolution downloads). Test your press kit on mobile. Keep load times under 3 seconds.

Press Kit Tools: What Are Your Options?

Building a press kit from scratch is possible, but most developers use a tool to handle the layout, structure, and hosting. Here's a quick overview of the landscape in 2026. For a detailed comparison, see our full press kit tools comparison.

presskit() — The Original (Discontinued)

Created by Rami Ismail of Vlambeer fame in 2013, presskit() established the standard format that journalists came to recognize. It was free, open source, and used by hundreds of indie studios. However, it requires PHP 5 and FTP access, hasn't been updated since approximately 2014-2017, and breaks on most modern hosting environments. For a deep dive on what happened and what to use instead, see presskit() Is Dead — Here Are the Best Modern Alternatives.

presskit.gg — Self-Hosted WordPress Plugin (Free)

presskit.gg is a free, open-source WordPress plugin that carries forward the presskit() standard for modern hosting. It runs on your own domain, your own hosting, with your own data. No vendor lock-in, no monthly fees (beyond your existing WordPress hosting). It's the spiritual successor to presskit() for developers who want professional press kits without giving up control.

Press Kitty — Hosted SaaS (Free Tier)

Press Kitty by IMPRESS is a hosted service that makes press kit creation extremely easy. Free for up to 3 games, it offers Steam import, WYSIWYG editing, and AI translations. The trade-off is that your press kit lives on the impress.games domain, and you're dependent on their service continuing to exist.

Other Options

PressKitHero — General-purpose press kit builder ($20-80/month)
Pressdeck.io — App-focused press kit tool (freemium)
presskit.html / Milou — Static site generators (free, requires command line)
DIY — Build it yourself with HTML, Notion, or Google Drive

Each has its strengths and weaknesses. The right choice depends on your technical comfort level, budget, and how much control you want over your data. For detailed comparisons, check out our Press Kitty vs presskit.gg comparison.

Press Kit SEO: Making Your Press Kit Discoverable

Most developers think of press kits as something they send to journalists. But a well-optimized press kit can also bring journalists to you through search engines.

Why Press Kit SEO Matters

When a journalist hears about your game, the first thing they do is Google it. If your press kit ranks for your game's name + "press kit," they find everything they need instantly. If it doesn't rank, they're digging through your Steam page, your Twitter, and random third-party sites — assembling assets piecemeal instead of getting the curated package you prepared.

Basic Press Kit SEO

Use your game's name in the page title and URL (e.g., yourgame.com/press)
Write a unique meta description mentioning your game name and "press kit"
Include text content — don't make your press kit image-only. Search engines need text to understand what the page is about
Use descriptive alt text on all images
Link to your press kit from your main website navigation
Submit to Google Search Console so Google knows the page exists

The Self-Hosted Advantage

This is where self-hosting your press kit pays off. When your press kit lives on your own domain (yourgame.com/press), all the SEO benefits — backlinks, traffic, domain authority — accrue to your website. When it lives on a third-party domain (impress.games/press-kit/your-game), those benefits go to the third party.

A self-hosted solution like presskit.gg or a hand-built press page ensures that your press kit strengthens your own web presence.

Press Kit Checklist

Before you launch or start pitching, run through this checklist:

Essential (Must Have)

Recommended (Should Have)

B-roll footage (60-90 seconds, no overlays)
GIFs (3-5 short gameplay clips)
Team/studio information
Social media links
Awards and recognition
Additional concept art or development assets
Brand guidelines (colors, fonts, logo usage)

Nice to Have

Analytics tracking on your press kit page
Multiple language support
Press quotes from existing coverage
Development timeline or roadmap
Key request system for journalists

FAQ: Indie Game Press Kit Questions

When should I create my press kit?

Create your press kit as soon as you have a trailer and at least 6 representative screenshots. For most games, this means during beta or shortly before your announcement. Don't wait until launch day — you should be pitching journalists weeks or months before release, and you need a press kit for that.

Do journalists actually use press kits?

Yes. The GamesIndustry.biz roundtable on press kits featured editors from Eurogamer, Rock Paper Shotgun, and Rockfish Games all confirming that press kits are actively used and valued. Martin Robinson specifically described checking press kits as part of his standard workflow when considering coverage.

Should my press kit be different from my Steam page?

Yes. Your Steam page is optimized for consumers — people deciding whether to buy. Your press kit is optimized for media — people deciding whether to cover. The content overlaps (screenshots, descriptions, trailers), but your press kit should include assets consumers don't need: high-res logos, b-roll, brand guidelines, and press-specific contact information.

How often should I update my press kit?

Update it whenever you have new assets or significant information changes. At minimum:

New trailer → update immediately
New screenshots → add to press kit
Release date change → update factsheet
Major update or DLC → refresh the entire kit
Monthly review to catch any stale information

Can I just use Google Drive or Dropbox?

You can, but you shouldn't rely on it as your primary press kit. A shared folder lacks the professional presentation of a dedicated press kit page, doesn't provide context or descriptions, and offers no SEO benefits. Use Google Drive or Dropbox as a supplementary download option — the "ZIP of all assets" link on your actual press kit page can point to a cloud storage folder.

Is one press kit enough for multiple games?

No. Each game should have its own dedicated press kit page. Your studio can have an overarching company press page that links to individual game press kits, but each title needs its own focused page with game-specific assets and information. Most press kit tools, including presskit.gg, support creating both studio-level and per-game press kits.

What Makes a Great Press Kit in 2026?

The fundamentals haven't changed since Rami Ismail created presskit() over a decade ago: give journalists what they need, make it easy to find, and get out of the way. What has changed is the volume of competition and the speed at which journalists work.

In 2026, a great indie game press kit:

Loads fast and works on any device
Surfaces key assets (screenshots, trailer, factsheet) within seconds
Provides downloadable assets in professional-quality formats
Lives on your own domain for maximum SEO and brand benefit
Stays current with your latest builds, trailers, and screenshots
Tells your story — not just what your game is, but why it exists
Makes contact effortless — press email front and center

Whether you build it by hand, use a WordPress plugin like presskit.gg, or go with a hosted service — the important thing is that you have one, and that it's good.

Your game deserves to be covered. Make it easy for the people who want to write about it.

Ready to create your press kit? Check out our step-by-step guide: How to Create a Press Kit for Your Game in 30 Minutes. Or see how the leading tools compare in our Best Press Kit Tools for Indie Games comparison.