Public Relations (PR). It’s the backbone of most businesses. It’s also how your game is seen and remembered. For developers, PR is confusing, stressful, and at times, unnecessary. But here’s a truth you may not want to hear: a well-crafted PR strategy can immensely help you and your game succeed.
To make sure you do, here are some of the most common PR mistakes developers make, so you can avoid making them or at least know what to keep an eye on.
1. Starting PR Too Late
The Problem
You only begin to promote your game a few weeks before launch. Because of all the rushing, you miss out on a few details, resulting in your game going unnoticed—relatively.
Why This Happens
You become too focused on development and quashing bugs that you forget to market and promote your game, leaving it a later time. The thing is, if no one knows about your game, no matter how well developed it is, it will remain unknown.
What to Do Instead
PR should begin the moment you have workable assets. Pre-alpha videos, screenshots, and development updates should be enough to get people interested. You should also create a timeline to help keep track of where you are and also for people to know what to expect. For example:
- 6–12 months before release: Post teasers about the game on social media.
- 3–6 months before release: Reach out to journalists and content creators.
- 1–3 months before release: Release trailers, provide early access, have content creators post.
Awareness takes time, and before you know it, players and other press will start to take notice.
2. Failing to Define Your Unique Selling Point (USP)
The Problem
EVERYONE can say their game is fun. But so can other developers and publishers. But what makes your game different from the rest?
Why It Matters
In a crowded industry, your USP is what makes your game shine. It's what makes kids go, “Mom, look how cool that is! Can I have that for Christmas?”
How to Fix It
Ask yourself:
- What will people remember about my game?
- What can my game offer that is not often seen?
- Does my game have what the other games lack?
Example:
Don’t just develop an “RPG”. Offer an “RPG with bosses.”
Don’t just develop a “racing game.” Offer a “racing game with bugs.”
In other words, your USP should be central to your game, in your trailer, your press pitch, and your store page description.
3. Talking to the Wrong People
The Problem
You send an email talking about your game to hundreds of content creators and media personnel, regardless of what your game is about. You hear nothing back, and now you feel like no one cares.
Why It Doesn’t Work
PR is not about shouting louder or typing in all caps. It’s about talking to your target audience. People who have already shown an interest in what you’re making. Why? Because relevance is everything.
The Right Approach
Check out journalists and content creators who have played or covered games similar to yours.
- Look for content creators who play indie games regularly.
- Find websites and journalists who have covered or talked about games like yours.
- Do a little background check to make sure that the person you are talking to is credible.
Then when you reach out, don’t just send a generic message. Personalise it. Mention why you reached out to them, why you think their content or writing is the best approach when it comes to your game. Thoughtful PR is memorable PR.
4. Using Technical Jargon That Alienates People
The Problem
You described your game as a “procedural biome simulation using multithreaded physics systems.”
Excuse me, sir… what?
Why This Hurts
You’re trying to get people to be interested in your game, not read ancient texts. If what you write is too long or convoluted, people will move on.
What You Should Do
Example:
- Technical: “Procedural level generation”
- Clearer: “Randomised level with every run.”
Your press kit, store page, and wherever else you need to describe your game should be as simple and sweet as possible.
5. Relying on Just a Few Assets
The Problem
One trailer, five screenshots, and one pre-alpha gameplay video is all you posted on every social channel.
Why It’s a Mistake
Relying on just one or a few assets, no matter how good it looks, isn’t enough. You severely limit the potential of your game, and at the same time limit what the people will see.
A Better Strategy
- Create multiple trailers (teaser, gameplay, elements [characters, weapons, story, environment]).
- Post new screenshots of new elements.
- Share clips or memeable GIFS on social channels to keep engagement high.
The media and content creators are more likely to feature your game with your best-looking assets. In turn, players will also start discussing your game when they see progress.
6. Skipping a Proper Press Kit
The Problem
You talk to video game journalists and content creators, but you don’t give them any details like what it’s about, how to play, how it looks, nothing.
Why It Backfires
Even if you tell someone about your game but you have nothing to show for it, you just killed their interest.
What a Good Press Kit Includes:
- Game title
- Details like genre, platform, and release date
- Short and long description
- USP or key features
- Trailers
- High-quality screenshots
- Logos and key art
- Details about your studio including contact number
Providing a press kit is just professional courtesy. You make an effort to tell and show the media what your game is about, and they will also make an effort to spread the word about your game.
7. Being Overly Corporate or Too Casual
The Problem
Be normal. Don’t sound like an AI and also, don’t sound like you’re talking to your friends on Discord.
The Middle Ground
Balance is everything. Speak normally. Be professional but not pretentious. Be friendly, but not overly.
Try This:
“It’s finally here. Our very first trailer for our upcoming video game. We may have eaten too many pizzas while developing this, but in the end, we are very proud of what we have made, and we are excited to share this moment with you. We hope you will enjoy this as much as we did!”
8. Forgetting About Community Engagement
The Problem
You post about your game on social media and don’t even take a look if people are engaging with your post.
Why This Is Short-sighted
A game without a community is unmarketable. A game without a community is a dead game. You need players and people to talk about your game, to play it, and more importantly, to enjoy it.
How to Build Community:
- Share development progress regularly
- Reply to comments and questions
- Ask for input and suggestions
- Provide early access and beta testing
- Have your community create fan art or have streamers feature your game
Every interaction matters. Your community will be your pillar and support.
9. Being Afraid to Reuse Content
The Problem
I posted this trailer last week. Why should I post it again?
Why That’s a Mistake
Not everyone will see your content the first time you post it. Even the 2nd. Repeating your content helps increase visibility.
Smart Reposting Tips:
- Break trailers into short clips
- Share screenshots with descriptions
- Post devlog updates as blog posts
- Schedule recurring content
Being consistent helps with recognition.
10. Thinking PR Ends on Launch Day
The Problem
You’re marketing your game, letting PR do its thing. But then, you decide to stop posting once your game launches.
Why This Undermines Momentum
Launching your game is just the beginning. Without any post-PR, you miss out on more players and long-term interest.
What to Do Post-Launch:
- Highlight positive reviews or feedback
- Announce updates, patches, and new features
- Continue engaging with the press for more coverage
- Showcase community content fan art, mods, or game highlights
Marketing doesn’t end when your game launches. Therefore, your PR should still have a post-launch strategy.
Avoiding these PR mistakes doesn’t require a big budget or a full marketing team. It requires consistency, great planning, and love for what you’re doing. Just remember that all great games have one thing in common – they all have great communication. They post regularly, they update their content, they communicate with their community.
So remember:
- Start early
- Communicate clearly
- Build your community
- Stay active, even after launch
Video Game PR will take a while, but once it gets going, the results will speak for themselves.
So, do you need a PR strategy for your game?
Get in touch with us for your current game or next release. It’s all in the name. We at The Game Marketer specialise in game PR, influencer campaigns, and marketing strategies that create a real impact.
