Editors - How do you like your Press Releases?

[teoma]

On my other thread (http://forums.indiegamer.com/showthread.php?t=13074) I discovered that there are varying opinions on how press releases should be done. I really don't want to be spamming poor editors that have to much to do already, but at the same time I would like to get the word out about my game.

There are plenty of articles out there that tell you how important press releases are and what the standard format is, but few of those articles are written by actual editors.

So my question, mostly geared towards editors, is how do you like your press releases? I don't mean specifically what kind of things catch your attention, though that would help too. I mean more like what types of press releases are the most useful, and which would be considered annoying or spam. I realize you guys have a job to do too, and I just want to make it easier.

[mrkwang]

Maybe most of press releases were like these, to me.

- Brief description. : 1 line summary. It tells almost everything in that press release.
- Further description. : This game is about what, this is important point of the game, ... etc.
- Maker description. : This game is made by WHOM, and some more information about THEM.

Other people could consider Press Release different from my opinion, anyway.

[svero]

I attended a press talk at a trade show once. They basically said... cut and paste-able. Something they can easily grab bits out of and use it to pad content in their magazine etc... Imagine you're an editor on Friday afternoon. Sun is out... you'd like to hit a few golf balls but you're missing a bit for page 3. Ok. Cut n paste new game blurb.. change a few bits here and there and you're off. Essentially make it easy for them to use your press release and they're more likely to do so. Consider writing your PR like a good review of your game.

[ninesquirrels]

writing your PR like a good review of your game.

YES. There is nothing easier for a reviewer than to cut and past your talking points into an article and edit - it is a sure fire way to get your game up on a review site. This is really good advice.

Also, make sure there is a bullet list of all major features in the game, in *non-hyperbolic* language, so they have data to use when they pad the article, like:
* 200 levels in 5 environments
* 5 minigames including Pong, Space Invaders, Pacman, Zaxxon, and Golden Axe
* Etc.

INCLUDE QUOTES - especially from people that matter. Use the quotes to tell them what they should be paying attention to - what is different that matters.

DO NOT make them search for anything in your article, or worse yet, your game. The honest truth is that almost no reviewer actually plays your game to the end (even if they say they do) and very few of them play the game for half as long as they should to really understand it. So make sure you give them the info the need to promote your game w/o going looking for it.

Sad but true.

Also - on the subject of review copies for games:
* Give them a direct download link to your game. Don't tell them where to find it - give it to them.
* if they download a copy and want a full version, GIVE THEM ONE with no questions asked. This is always a good investment.
* Make sure their review copy times out after about 2 weeks, to prevent them from being given away.
* Give them access to cheats to skip levels, so they can quickly get to later parts of the game w/o grinding.

Your results may vary,
Cn

[HarryBalls]

We here at Harryballs.com agree with everything ninesquirrels said.

Keep the email note about your release short, concise, with plenty of facts and less unneeded adjectives. Definitely include direct links to the downloads, system requirements and screenshots.

hbatharryballs.com

http://www.harryballs.com

[ninesquirrels]

Another quick 4 points:

1) Add ANYONE who might be slightly interested to your press release list - don't "self edit" and say "they aren't the kind of people who review my kind of game" - lots of editors/writers work for multiple magazines/websites, and may have a gig somewhere else that can use your information.

2) If ANYONE reviews your game - no matter how shitty they said it was, or how tiny and insignificant their website is, remember that they are giving you press, and ANY press is better than no press - especially for casual games with free demos. No matter WHAT the review says, if there is a review with a download link, your odds of making a sale improve. That being said, the ONLY response to ANY review is a polite thank you. Disagreeing with or flaming the editor serves one purpose and one purpose only: they will never review your stuff again. And *always* thank the editor/writer/website when you see a review of your game - never ignore it. I can tell you for a fact that this will ensure that they will at least play your next game, and will be more likely to review it. You would be amazed at how few developers thank reviewers, even for glowing reviews.

3) Send your stuff to small websites. They are more likely to be excited about you noticing them, and are more likely to invest time in small, indie, casual games. Especially if you develop a relationship with them through a few products. Some of these people are just excited taht you notice them, and that excitement rubs off on their treatment of you.... And remember - these people move around a lot. Bob Nobody at www.nobodywilleverreadthis.com may be a writer for a major publication next week. Treat him with respect and kindness, and make sure you stay in his rolodex.

4) NEVER send attachments. Editors *hate* attachments. Send simple, easily cut-and-pasteable text with clear links to the download and screenshots. Never send word files. Never send PDFs. Never put images inline. The smaller footprint your mail has the better.

Hope this helps.

Oh - and a plug for some guys I work with: Send your stuff to Casual Review. They are nice guys and want to help.

[teoma]

Thanks alot for the help. BTW, Casual Review was already on my 'list'. My delay in actually putting out a press release is because I'm still working on my website (or better said I want to work on my site but my *other* job is taking up too much of my time right now).

A quick question (two in fact):
Send simple, easily cut-and-pasteable text with clear links to the download and screenshots
Is it bad to send embedded image links in emails?
http://bingbangstudios.com/fork/img/fork_001.jpg
(like this)

Were it me, I would prefer see pictures to text as that would give a better idea of what the game is. It seems strange that an editor would want an all-text email with only text links to images (especially if they have to read these things all day). I would like to make a press page on my site that lets you pick and choose the images/media you want with a few different resolution options. Just so you know I've actually visited all the sites I'm sending a press release to, so I'm really trying hard to send something pertinent.

My second question is who should I send it to? On casual review, for instance, should I send it to website@casualreview.com, or one of the editors specifically? (or even all of the editors? I really don't know what's considered good practice and what's considered spam). Most review websites are set up in a similar way.

Also, is there some sort of standard convention for labeling press releases? I understand how the press release content should be formatted (for immediate release, and ending in ###), but what should I put in the subject line to distinguish it from customer support and other types of emails?

I like the idea of not 'self editing'. I also found it interesting that I should send thank you emails. It's really something I've wanted to do but I figured that editors get lots of email every day so extra ones would just stress them out more.

Yet again thanks for the help. To be honest I've been surprised to learn how helpful editors are. Before recently I thought that they were all just like J Jonah Jameson.
http://upload.wikimedia.org/wikipedia/en/7/71/Jjatsimpsons.jpg

[HarryBalls]

Teoma,

Just send links to the images/screenshot. Many email clients block images.

[teoma]

Awesome, thanks for all the help so far.

Now you can tell me how awful my press release is! :D
You can find it at the BingBang Studios press page. (http://bingbangstudios.com/fork_press_news.html)

I emailed a copy to most of the people who posted on this thread. I tried to follow everyone's suggestions, but any more constructive criticism would be greatly appreciated.

*edit*
BTW, I made a media page (http://bingbangstudios.com/fork_press_media.html) with images in a lot of different resolutions. It would be nice to know if stuff like that is helpful to editors, because it took me a while to resize and link to all those images.

[mrkwang]

Thanks, but... No playable demo until now?

It would be much better, if you have playable game.

[JoKa]

Just wanted to add that I had a good experience sending an email with a link to the official website and a downloadlink to a small RTF file, which contained all important data. Like game description, bullet points, author profile, system requirements, links to game download, screenshots and a zip file with highres screens.

[teoma]

Thanks, but... No playable demo until now?

It's a good thing you brought that up - it's a problem I'm running into. Since my game is so simple, when it's done I'm going to follow the casual game model of a 60 minute demo with a paid full version.

The game is just about done - and if I publicly give out a demo on my site with no time limits or anything I doubt anyone would buy the full game. I will send private links to any editors or bloggers so they can download the current demo - but I don't really know what to do to make a preview demo for the public. Maybe I can make a public demo that will stop working after a couple of weeks.

I'm open to any suggestions....

-EDIT-

@mrkwang - I emailed you a link to a playable demo.