How to get YouTubers and journalists to cover your game
2 min read
By Eduardo Orellana ·
Target creators who already play games like yours, at a size that answers email: mid-sized channels cover indies far more often than the biggest. Write a short, personal email: one line on why their audience would like it, the hook, a trailer link, a Steam key and a press kit link. Send it a week or two before a demo, festival or launch, follow up once, and track who covered you. Journalists want the same, plus news: a date, a demo, a festival.
Size matters less than fit
A creator with 20,000 subscribers who plays only roguelikes is worth more to a roguelike than one with two million who plays whatever is popular. Smaller channels also read their email.
Finding them
Search YouTube and Twitch for the games yours is compared to, note who covered them in the last year, and check their business email on the channel's About page. Key distribution platforms match you with creators who opt in.
The email
Subject: [Game name]: [the hook in a few words]
"Hi [name], I saw your video on [comparable game]. [Game] is a [genre] where [hook]. Trailer: [link]. Here is a Steam key: [key]. Press kit: [link]. It launches on [date]. Thanks, [you]."
Keep it under 100 words, personal in the first line, and send each one yourself.
Journalists and sites
Journalists cover news: an announcement, a release date, a demo, a festival slot. Send the press release the day of the news, with a key, a press kit and a clear embargo if there is one. Writers who cover your genre beat editors' general inboxes.
Following up
Once, a week later. Then let it go; thank anyone who covers you and share their video.
Where Flockbay fits
Flockbay's Video studio cuts the trailer from your real gameplay, and its Steam page export holds the screenshots and art a press kit needs. Free in beta until 1 December 2026.