Writing Your Studio and Game Descriptions (For Press Kits and Steam)
You'll write your game's description once and paste it roughly forty-seven times. Steam page. Press kit. Website. Twitter bio. Itch.io listing. Email pitches. Event submissions. Festival applications. Every single one of these asks for a description of your game, and if each version says something slightly different, you've created a branding problem out of thin air.
TL;DR: Write three standardized text blocks: short description (1-2 sentences), long description (2-3 paragraphs), and studio boilerplate. Keep them in one shared document and copy-paste everywhere. Consistency across platforms signals you have your act together.
Key Takeaways
- Short description answers: What do you do? What makes it different? What's the vibe?
- Long description expands: hook paragraph, mechanics paragraph, world/story paragraph (if relevant).
- Studio boilerplate: [Name] is a [size] studio in [location]. [What you make]. [Notable achievement].
- Don't start with backstory. Lead with the experience. Nobody cares about lore until they care about your game.
- Update all three descriptions at each milestone. Check that every platform shows the current version.
The fix is boring but effective: write three pieces of text, keep them in a shared document, and copy-paste them everywhere. This article covers exactly what those three pieces are, how to write them, and how they connect to the larger task of building your indie game brand. If you're also working on your Steam store page copy specifically, our Steam description guide goes deeper on formatting and conversion.
The Three Descriptions You Need
Every indie studio needs three standardized text blocks. Think of them as save files you load into different slots.
1. The Short Description (1-2 Sentences)
This is your elevator pitch. The thing you'd say if someone at a convention asked "What's your game?" and you had exactly ten seconds before they walked to the next booth.
A good short description answers three questions: What do you do in this game? What makes it different? What's the vibe?
Formula: [Game Name] is a [genre] [game type] where you [core mechanic/action] in/through [setting/context]. [One sentence about what makes it unique.]
Real examples:
SCHiM used: "SCHiM is a game about jumping between shadows of the objects and beings that inhabit a Dutch-inspired world." That's one sentence. It tells you the core mechanic (jumping between shadows), the setting (Dutch-inspired), and the vibe (quirky, specific, unusual). You immediately know if this is your kind of game.
Hollow Knight: "Hollow Knight is a 2D action-adventure game with an emphasis on traditional 2D animation-style artistry, set in a vast, interconnected underground world." Genre, core appeal, setting. Done.
Celeste: "Help Madeline survive her inner demons on her journey to the top of Celeste Mountain, in this super-tight, hand-crafted platformer." Character, emotional stakes, core mechanic, and a quality signal ("super-tight, hand-crafted") in one sentence.
Notice what these descriptions don't do: they don't list features, they don't explain the story in detail, and they don't use buzzwords. They make a specific promise about a specific experience. Developers who test their short descriptions with real players consistently find that specific, action-oriented language converts better than evocative-but-vague marketing copy.
Where it appears: Steam short description field, press kit factsheet, social media bios, email pitch opening lines, festival submission forms.
2. The Long Description (2-3 Paragraphs)
This is where you expand. The long description tells the same story as the short one but with room to breathe. It covers what the game is, what players do, why it's interesting, and (optionally) a bit of story setup.
Structure:
Paragraph 1: The hook. Start with the experience, not the lore. What does playing this game feel like? What's the core fantasy? This should be an expanded version of your short description.
Paragraph 2: How it works. Now you can talk about mechanics, systems, and structure. What does the player actually do? How does the game unfold? If you have a standout feature, key-selling differentiator, or unusual twist, put it here.
Paragraph 3: The world/story (if relevant). If your game is narrative-driven, this is where you tease the setting and central conflict. If it's mechanically driven (puzzle game, roguelite), this paragraph might cover progression, replayability, or scope instead.
What to avoid:
Don't start with backstory. "In the year 2347, the Zarkonian Empire collapsed after..." Nobody cares about your lore until they care about your game. Lead with the experience.
Don't list features in paragraph form. "The game features over 200 weapons, 50 enemy types, and 12 biomes" reads like a spec sheet. Work features into natural sentences instead.
Don't use vague praise. "An unforgettable experience" and "a breathtaking journey" mean nothing. Be specific. What's unforgettable about it? What makes the journey worth taking?
Where it appears: Steam "About This Game" section, press kit game description, website game page, press release body text.
3. The Studio Boilerplate (2-3 Sentences)
This is the "About Us" text that stays the same across everything, often for years. Journalists call it a boilerplate because it's the standard text block that goes at the bottom of every press release. It's also the description in your press kit's studio section, your website's about page, and your social media bios.
Formula: [Studio Name] is a [size/type] game studio based in [location]. [What you make or what you're known for.] [Optional: notable achievement, previous game, or founding detail.]
Examples:
"Ewoud van der Werf and Nils Slijkerman formed Extra Nice to create SCHiM. Based in Utrecht, the Netherlands, Extra Nice focuses on games with distinctive visual styles and playful mechanics."
"Supergiant Games is an independent game studio based in San Francisco. Since 2009, they've released Bastion, Transistor, Pyre, Hades, and Hades II, each blending original storytelling, striking art, and dynamic music."
"ConcernedApe is the solo developer behind Stardew Valley. Based in Seattle, he created all art, music, programming, and design for the farming RPG, which has sold over 30 million copies."
Notice the pattern: short, factual, and specific. No marketing fluff. No "passionate team of gamers." Just who you are, where you are, and what you've done.
Where it appears: Press kit studio description, press release footer, website about page, event programs, award nomination forms.
Writing It: Practical Steps
Step 1: Start With the Short Description
Write ten versions of your short description. Seriously, ten. They'll all be slightly different. Some will lead with mechanics, some with setting, some with story. Read them all, pick the one that would make you click if you saw it on a Steam search result, and refine it.
Test it on someone who's never seen your game. Read the sentence out loud and ask them to describe what they think the game is. If their answer is close to reality, your description works. If they look confused, rewrite.
Step 2: Expand Into the Long Description
Take your winning short description and unpack it. Each phrase in the short version can become a paragraph in the long version. "Jumping between shadows" becomes a full paragraph about the shadow-hopping mechanic, how it works, and why it's satisfying. "Dutch-inspired world" becomes a paragraph about the visual style, the hand-drawn aesthetic, and the variety of environments.
Step 3: Write the Boilerplate Last
By now, you've already defined what your game is and how you talk about it. The studio boilerplate should feel like a natural extension. Same voice. Same level of specificity.
Step 4: Put Them in a Shared Document
Create a single document (Google Doc, Notion page, plain text file, whatever you'll actually use) with all three text blocks. Label them clearly: "Short Description," "Long Description," "Studio Boilerplate." Include the date you last updated them.
This is your source of truth. Whenever any platform, submission form, or journalist asks for a description, you copy from this document. No improvising. No writing a new version from scratch each time. One source, many destinations. In practice, developers who maintain a single-source document report fewer embarrassing inconsistencies and faster submission processes—you're not reinventing your pitch every time someone asks for it.
Consistency Across Platforms
The same description should appear (or be clearly adapted from) across every platform. Your Steam short description and your press kit description should be identical or nearly so. Your website's "About the Game" section should expand on the same text.
This isn't laziness. It's branding. When a journalist reads your press kit, then checks your Steam page, then visits your website, and the description is consistent each time, they register (consciously or not) that your studio has its act together. When the descriptions contradict each other or sound like they were written by three different people on three different days, it creates friction and doubt.
Platform-specific adjustments are fine. Steam lets you use basic HTML formatting (bold, lists, headers). Your press kit might include more factual details. Your website can be slightly more casual. But the core message, the soul of what the game is, should be the same everywhere.
Common Description Mistakes
The feature list disguised as prose. "Explore over 100 handcrafted levels across 5 unique biomes, battle 30 enemy types with 15 upgradable weapons, and customize your character with over 200 cosmetic items." This tells me what's in the game but nothing about what it feels like to play. Numbers are fine as supporting evidence. They're terrible as the whole pitch.
The lore dump. "In the Third Age of Alaren, when the Sunstone was shattered by the betrayal of Lord Varek..." Cool. What do I do in the game? Leading with backstory assumes people already care about your world. They don't. Make them care about the game first; the lore follows.
The comparison crutch. "Like Dark Souls meets Stardew Valley meets Tetris." Comp titles can work in a pitch email where you're talking to someone who understands the reference. On your Steam page, they're a crutch. Describe your game on its own terms.
The nothing description. "Embark on an epic adventure in a world full of wonder and mystery." This could describe literally any game ever made. If your description could be swapped onto another game's Steam page without anyone noticing, it's too vague. Add specifics. What kind of adventure? What's the world actually like? What do I DO?
The version mismatch. Your Steam page says "a dark, atmospheric horror game." Your press kit says "a spooky adventure with puzzle elements." Your website says "a scary game about exploring haunted places." These aren't contradictory, but they're not aligned either. Pick one angle and stick with it.
Updating Your Descriptions
Your descriptions aren't permanent. They should evolve as your game develops. But update them deliberately, not accidentally.
Review and update all three descriptions at each major milestone: announcement, Steam page going live, demo release, launch, major post-launch update. When you update one, update all of them. Check every platform where the description appears and replace the old version.
This takes maybe 30 minutes per update. It's the kind of unglamorous maintenance that separates studios who look professional from studios who look like they're making it up as they go. Which, to be fair, everyone is. But there's no reason to advertise it. What tends to happen in practice is that consistent messaging across platforms builds trust faster—journalists and players notice when everything tells the same story.
Free Tool: Game Fact Sheet Generator — Generate a professional fact sheet with your game and studio descriptions. Runs in your browser, no signup required.
Frequently Asked Questions
Should my Steam description and press kit description be identical?
Nearly so. Adapt tone slightly: Steam talks to players, press kit talks to journalists. But the core message should match. A journalist reading both should see consistency.
How short should the short description actually be?
One to two sentences, roughly 50-100 words. It should work as your elevator pitch. If you can't read it aloud in under 10 seconds, trim it.
Can I use comparison titles ("Dark Souls meets Stardew Valley")?
In pitch emails to people who understand the reference, yes. On your Steam page or press kit, describe your game on its own terms. Comp titles are a crutch.
How do I make my description specific instead of generic?
Replace vague adjectives with concrete details. "Over 200 hand-drawn enemy types" beats "tons of enemies." "15-hour campaign with 4 endings" beats "epic adventure."
Related Guides
This article is part of our series on branding. Start with the complete guide:
Also in this series: