How to Get Press Coverage for Your Crowdfunded Game

11 September 2025

So, you've got an awesome game concept, a passionate team (or maybe it's just you grinding it out solo), and you're ready to launch your crowdfunding campaign. You're pumped, you're hyped… but there's one small problem.

Nobody knows about your game.

Ouch, I know. But seriously, pressing that launch button on Kickstarter or Indiegogo won't magically drop eyeballs or backers onto your page. You need visibility. You need buzz. And that's where press coverage comes in.

Getting the press to talk about your crowdfunded game can feel like trying to talk your way into a secret club. But don't worry—I’m going to break this down step by step, no fluff. Let’s get you the coverage your game deserves.

Why Press Coverage Matters

Before we dive into how to actually get press coverage, let’s take a second to understand why it’s so important for a crowdfunded project.

Think of press coverage like free traffic tickets to your campaign page. When gamers read about your project on their favorite sites or hear about it from a trusted YouTuber, it builds credibility and excitement. More importantly, it can be the difference between “barely funded” and “smashing your stretch goals.”

Press coverage:

- Builds trust – If known publications cover your game, people take it more seriously.
- Expands your reach – You tap into audiences you don’t already have.
- Drives momentum – The more buzz you generate early on, the more likely you are to go viral or get featured.

Now that we’ve got the “why” out of the way, let’s talk actionable steps.

Step 1: Build Your Game’s Story

Journalists aren’t robots. They’re not going to write about your game just because it exists. They write about stories. So, what’s yours?

Ask yourself:

- What makes your game unique?
- Is there an emotional hook? (Personal journey, overcoming odds, etc.)
- Are you doing something no one else has done?

Let’s be real—“I’m launching a pixel art RPG” isn’t a story. But “A former firefighter is creating a pixel art RPG inspired by real-life rescue missions” is.

Craft a narrative around your project. Make it memorable. Make it human.

Step 2: Create a Killer Press Kit (Seriously, Don’t Skip This)

You know what reporters hate? Digging through a messy website or asking for assets after they’ve decided to cover your game.

Make it easy for them by creating a press kit that includes:

- Game description – A short, punchy overview of your game.
- High-res images – Screenshots, logos, key art, character art.
- Trailer/Gameplay video – If they can’t see your game in action, they won’t cover it.
- Developer bio – Who are you? What’s your story?
- Contact info – Make it easy to reach you.
- Platform/launch info – When and where is the campaign launching?

Host your press kit in a clean, downloadable format (ZIP file or Google Drive folder with shareable links). You can also create a simple “Press” tab on your website. Journalists will thank you.

Step 3: Make a Hit List (No, Not That Kind)

You’re not going to get featured on every website. That’s okay. Focus on targeting outlets that actually cover crowdfunded games or your genre.

Start by making a list of:

- Gaming journalists who have covered similar games
- Popular indie game blogs
- YouTube channels and streamers that feature crowdfunded or early access titles
- Podcasts that talk about game development or crowdfunding
- Subreddits and forums where your game fits (but don’t spam!)

Use tools like Google News, Twitter, or even Kickstarter itself to find out who’s written about games like yours recently. Pay attention to the tone and audience—your anime-style horror RPG may not work for a site that only covers shooters.

Step 4: Craft Personalized Pitches (No Copy-Paste Emails, Please)

This is where a lot of devs fall flat. They fire off the same robotic email to 50 outlets and wonder why they get zero replies.

Here's the secret: personalization goes a LONG way.

Structure your pitch like this:

1. Subject Line – Short and intriguing. For example: “Kickstarter Alert: Hand-Drawn Metroidvania With a Lovecraft Twist”
2. Greeting – Use their name. Not "Hi there." Do some sleuthing and find the writer's actual name.
3. Personal Touch – Mention a recent article or video they did that you liked.
4. The Pitch – Explain what your game is, why it’s unique, and why it might interest their audience.
5. The Ask – Invite them to check out your press kit or preview build, and offer an interview if they’re interested.
6. Links – Campaign preview, trailer, website, press kit.

Keep it tight. Four to five paragraphs max. Be human, not spammy.

Step 5: Send Preview Builds (If You Can)

Wanna really win over the press? Give them something to play.

Even a short demo speaks louder than a thousand words. It shows confidence. It gives writers and content creators something concrete to feature and gets your game interacting with real people.

Make sure your build is:

- Stable (no game-breaking bugs, please)
- Easy to access (no weird sign-ups or zip password confusion)
- Short and sweet (15-30 minutes is perfect)

If you can’t do a full build, at least send a gameplay trailer or dev walkthrough.

Step 6: Reach Out Early (Like, Way Before You Launch)

Don’t wait until your campaign is already live.

Journalists need time to:

- Read your pitch
- Decide if it's worth covering
- Schedule a post or video

If you drop your pitch on launch day, you’re already late. Ideally, reach out 2-3 weeks before your campaign begins. That gives them enough time to plan content and get back to you.

Also, most big coverage hits tend to land within the first few days of a campaign—so you want press talking before or right at launch to drive that initial momentum.

Step 7: Leverage Social Proof

Got featured in a small blog or YouTube channel? Awesome. Use that.

Copy snippets of praise and stick them on your campaign page. Share the coverage on social media. Ride the wave.

Press begets more press. Once other outlets see you're getting attention, they're more likely to hop on board.

It’s like a snowball. You start small, then it picks up speed.

Step 8: Follow Up (But Don’t Be Annoying)

It’s okay to send a follow-up email if you haven’t heard back after a week or so. But don’t be that guy who sends three messages in two days.

Keep it cool. You can say something like:

> “Hey [Name], just checking in to see if you had a chance to look at my game. I know you're swamped—appreciate your time either way!”

Short. Respectful. Non-pushy.

Also, always thank anyone who does cover your game. Build those relationships. You might need them again on your next project.

Step 9: Use Indie PR Platforms (Optional but Helpful)

There are some cool tools out there specifically made for indie devs trying to get press:

- Keymailer – For sending game codes to vetted YouTubers/streamers
- Presskit() – A free tool that helps you create a beautiful press kit
- GamesPress – Distribution platform for press releases
- GameDevPress – A curated list of press contacts

Not mandatory, but they can make your life easier.

Step 10: Don’t Just Rely on Press

Yep, you read that right.

Even with the best pitch and the most beautiful screenshots, the press is just one piece of the puzzle. Also focus on:

- Building a community on Twitter, Discord, or Reddit
- Running a newsletter for updates
- Engaging with streamers and Let's Players
- Creating devlogs or behind-the-scenes content

Think of press like starter fuel. It's awesome, but it won't power your whole rocket.

Real Talk: Rejections Will Happen

Even if you do everything right, you’ll still get ignored or turned down. It’s not personal.

Game journalists are busy. Their inboxes are overflowing. Sometimes, your pitch just doesn’t hit the mark—and that’s okay.

Learn from it. Adjust. Keep swinging.

Just like in your game—every failure is just XP in disguise.

Final Thoughts

Getting press coverage for your crowdfunded game isn’t easy—but it’s totally doable with the right approach. Be genuine, do your homework, and focus on relationships, not just results.

Remember, the goal isn’t just to “get articles.” The goal is to create a movement around your game—one that excites players, inspires backers, and tells a story worth sharing.

Now go show the world why your game deserves to be played. You've got this.