The number one press kit mistake I see indie developers make isn't a missing section or bad screenshots. It's timing. They create their press kit the week before launch, then wonder why nobody covered their game.
By that point, you've already missed your announcement window, your demo phase, your festival appearances, and months of potential content creator coverage. Every one of those was a moment when a journalist or YouTuber might have found your game, checked your press kit, and decided to cover you. If the press kit didn't exist, they moved on.
Here's the timeline that actually works.
12 Months Before Launch: The Foundation
At this point, your game probably isn't ready to show. Your art is placeholder. Your mechanics are still being iterated. Your trailer is a dream you'll eventually wake up to finish.
You don't need a press kit yet. But you do need to start building the pieces.
What to focus on:
- Establish your studio identity (name, logo, basic website)
- Set up social media accounts under your studio name
- Start capturing development footage and screenshots, even if they're rough
- Write your first draft of your game description
The goal isn't to publish anything public. It's to build the raw materials so you're not scrambling later.
What goes wrong if you skip this: When announcement time comes, you'll spend three weeks designing a logo and setting up accounts instead of preparing your actual announcement.
6 Months Before Launch: Announcement Ready
This is when most games should announce publicly. Your Steam Coming Soon page goes live. Your press kit should go live the same day.
Your announcement press kit needs:
- 5-8 gameplay screenshots (not concept art)
- A trailer, even if it's just 30 seconds of gameplay with music
- Your capsule art and logos in high resolution
- A short description (1-2 sentences) with your hook
- A long description (2-3 paragraphs) explaining what makes the game unique
- Studio information and contact email
- Links to your Steam page and social accounts
That's it. Don't overcomplicate the announcement kit. You're providing the minimum materials a journalist needs to write a short piece about your game.
What goes wrong if you skip this: You announce your game, it gets some social media traction, journalists search for more information... and find nothing. The coverage opportunity evaporates. You can't get that moment back.
3-4 Months Before Launch: Demo and Festival Ready
If you're doing Steam Next Fest or other festivals, this is when your press kit needs to level up.
Add to your press kit:
- Updated screenshots from your current build (not the version from 6 months ago)
- A new trailer if your visual quality has improved significantly
- Demo-specific information (where to download, how long it takes to play)
- B-roll footage for content creators (60-90 seconds of raw gameplay, no overlays)
This is also when you should be doing content creator outreach. Every email you send should include a link to your press kit. If the creator clicks through and finds outdated screenshots or missing assets, you've wasted that outreach opportunity.
What goes wrong if you skip this: Content creators covering Next Fest need assets quickly. They're evaluating 50+ games in a week. If your press kit doesn't exist or looks amateur, they'll cover a different game instead. The ones who find professional, comprehensive press kits are the ones who get featured.
4-6 Weeks Before Launch: Press Outreach Mode
This is when you start sending press emails to journalists. Your press kit needs to be bulletproof.
Add or update:
- Launch trailer (this replaces or supplements your announce trailer)
- Final screenshots from the release build (9-12 total)
- Updated game description reflecting final features
- Pricing and release date information
- Review quotes from any pre-launch coverage
- Awards, festival selections, or other accolades
Every asset should be the highest quality you can produce. Screenshots at 1920x1080 minimum, ideally 4K. Logos with transparent backgrounds. Trailer as both an embedded video and a downloadable file.
What goes wrong if you skip this: You send pitch emails to journalists. They click through to your press kit. The screenshots show an old build, the trailer is from announcement, and the description mentions features that have been cut. The journalist assumes your game isn't actually ready and moves on.
