A press kit is an essential part of any successful PR campaign, especially in the gaming industry. It’s a collection of assets designed to help the media create engaging publications about your project. What should a press kit include, and how do you prepare one that meets media expectations?
In PR, visuals sell stories. Even the best-written press release needs high-quality visual elements to grab attention. Here are the key components every press kit should include:
1. Key Art with Game Logo
- High-quality graphics in landscape orientation.
- Minimum HD resolution, ready for media use.
- Optional: separate files for the logo and key visual to allow flexibility for media layouts.
2. Game Trailer
- High-quality MP4 format.
- Uploaded to YouTube for easy embedding.
- Alternatively: downloadable file included in the press kit.
3. Screenshots
- Properly labeled and showcasing unique features of the game.
- Updated regularly to include the latest visuals.
What Else to Include in Your Press Kit?
- Fact Sheet – essential data and game information.
- Press Releases – in multiple languages and editable formats (e.g., .docx).
- Concept Art – as supplementary material, not a replacement for screenshots.
- Logos – game, studio, and publisher logos in various formats (transparent backgrounds, for dark and light themes).
Organization and Technical Details
- Folder Structure: organize files by PR beats and types.
- File Names: descriptive and clear, e.g., “GameName_Screenshot_HD.jpg”.
- Cloud Storage: use cloud solutions (e.g., Google Drive) to make files easily accessible.
Make sure to test file accessibility in incognito mode to ensure permissions are correctly set. Adding a press kit link to your game or studio’s website is a great way to provide easy access for media and partners.
