Lessons Learned – Our First Indie PR tour!
07/08/2010 at 6:27 PM
1. Everyone in the gaming press is actually super helpful and nice. Granted, I’m generalizing, but I’m generalizing from every single person we actually met. We had interviews with 1Up, Giant Bomb, Bitmob, Gamepro, IGN, OXM/DailyRadar, Wired, Gamespot, and stopped by the Gamasutra offices as well (we did a short interview with Chris Remo there over E3).
2. You don’t actually need to know *everyone* in the gaming news universe. Once you know someone, it’s an even tighter knit community than game development. Ask nice and they’ll put you in touch with people at other sites (since they’ve probably worked there or with them at some point). In case you’re worried about not being a douchebag in order to accomplish that, I’ll direct you to Darius Kazemi’s series on effective networking in the game industry.
3. Screenshots, as in, have them ready. I still can’t believe we were as retarded as going through our second interview (first non-video) with IGN, and when they asked for screenshots we were all dumbstruck and had to scramble during breaks in between meetings to get them all done. In the name of defending our collective intelligence, pretty much all our waking hours the previous week were spent polishing the demo so if we had done it even a week earlier, they would not have looked nearly as good.
4. Exclusive screens, think about it. It’s very rare a triple AAA game will give exclusive screenshots to each outlet because of the trouble involved. Yeah, it’s a pain to take 40+ different screenshots that all look equally awesome, but for a small game it’s still just a few extra hours of work. Granted, your time as an indie developer is already fractured amongst all the disciplines you must perform, but to me this is an element of polish the same as tweaking your UI to make it as readable as possible. No one may appreciate your effort conciously, but the drive for overall quality has a a subtle positive impact regardless.
5. The fact sheet. The idea of having talking points is as distasteful to me as a scotch with more than two ice cubes, but this is just meant to help out the reviewers you talk to. They’ll take notes, but they might miss one detail here or there naturally. Having a reference of all the features you’ve talked about is easy for you and makes their life easier. Include stuff like multiplayer modes, character types, just a rundown of all the features you’ll cover with them.
6. Press first, publishers second. While you might think your biggest problem is getting a deal to get on your target platform (should that be necessary in the case of something like XBLA or PSN), it will make presenting to publishers much easier. Plus when they ask for a video trailer, it’s pretty satisfying to tell them to go to established review sites.
7. Actually do cover your features. Given the fact that our demo was our vertical slice, we had three maps playable ranging in size (for us to get a sense of what the map scope should be). Some feedback in forums and comments wondered if there was much of a single player campaign – that was planned all along, but we didn’t highlight it early on causing a little confusion. When we were talking about the multiplayer, we at first didn’t even mention some of the things crucial to us while developing it (because we take them for granted) – the ease of accessing the multiplayer, being able to drop into a game in progress at any time and take over for the AI, or leave and let the AI take over for you, even being able to save and restore a networked game. Those talking points PR people have? Yeah, turns out they’re there for good reason.
8. Mix up your demo. Demoing to press: if we had the time, we often let them play as we explained the gameplay so they could get an grasp of the depth of the strategy themselves. For quick demos or for showing of the rest of the levels, one of us would play against the AI. Demoing to publishers: they rarely want to play it, so keep demos focused on showing off cool features.