How to write a press release for your game
2 min read
By Eduardo Orellana ·
Send a press release when there is news: an announcement, a release date, a demo, a festival slot, a launch. Put the news in the headline and first sentence (what, when, where), then the hook in two lines, the key facts, one short quote from the developer, and links to the trailer, Steam page and press kit. Keep it to one page, paste it in the email body rather than attaching it, and include a key for writers who cover your genre.
News, not an advert
Writers get hundreds of releases a week. The ones they read say in one sentence what happened and why their readers should care. "Studio X is proud to announce" is how the rest begin.
Template
Headline: [Game], a [genre] where [hook], launches on Steam on [date]
First paragraph: what, when, platforms, price.
Second: the hook and what makes it different, in two or three sentences.
Features: three to five short points.
Quote: one or two lines from the developer, saying something only you could.
Links: trailer, Steam page, press kit, contact.
Sending it
Paste it into the email body, personalise the first line, add a key, and send on the day of the news (or before, under embargo). Distribution services exist; a list of writers who cover your genre usually does better.
Where Flockbay fits
Flockbay prepares the trailer and the Steam page assets your release links to. Free in beta until 1 December 2026.