What does the perfect press release actually look like for a videogame? Well, to start us off with, it's definitely no longer than 400 words, and that's based on media feedback to the PressEngine media survey of 2026; over 90% of respondents wanted 400 words of less.

The absolute perfect press release is, unfortunately, a fable - as every game is different. But we can give you a solid template that will get you started. The key thing is to begin your own press release from this template, but don't just edit the content below. instead, consider what each section means, and how you could best describe your game. 

A good exercise is challenging yourself to take your elevator pitch and consider if and how you could describe that in one sentence for media. How would you get their attention with one line? Then extend that one sentence to 50 words, then to 100 words. Before long, you have your lead-in text (the email preview that PressEngine allows you to edit for all emails), your games' social description, your Steam short description, and the basis from which you build your strategy when communicating your game.

Sure, there's a lot more to it than this, but for a solo-developer with no marketing experience, that's a good start.

When you're sending a press release, don't forget to do a small introduction. Make your email personal, describe who you are, and what you're doing. Use that single line to try and grab their attention.

An example of this would be:

Hi Lucy,

I'm Dave, lead designer at Intergalactic Space Pirates, and Brian Boitano's International Figure Skating Deathmatch is our debut game.

It's a lane-based exploration of death by figure skating, with scores awarded for timing and literal execution.

I've included a press release below, along with some assets, and I'd love for you to cover our announcement. If you need anything further, please don't hesitate to reply.

Yours,

Dave Decapitation
Lead Designer
Intergalactic Space Pirates

Once you've done the intro, it's on to the press release. One thing to mention first though, is that roughly 4.5% of the global population suffer from some form of colour blindness (there is more than one type). Most publicists make Embargoe text bold and red, so it stands out - but to those with Red-Green and Blue-Yellow colour blindness, red is not a safe colour. The safest colours we would suggest are Blue or Yellow, as these have the least fading impact, while blue will display well on both white and black backgrounds.

We're a big believer in the power of video, and this is supported by returning data. Having a YouTube video, whether it's a trailer, or gameplay video in your press release will gain more engagement and coverage than just words alone.

Remember: show, don't just tell.

Some contacts will only watch the video, and then decide whether they want to continue reading the release.

But what about the actual release template - what does that look like? Like this - advice in italics:

EMBARGOED UNTIL: [X DATE] 

X:XX AM PST | X:XX AM EST | X:XX PM BST | X:XX PM CEST | X:XX  PM JST | X:XX AM AEST (+1 DAY) 

A good source to check timings is World Time Buddy, but we also show global locations on PressEngine when scheduling.

Headline: [Game Name] Officially Launches on [Platforms] on [Date]

Keep it punchy, clear, and under 12 words. Tell the editor exactly what the news is before they have taken their first sip of Dr. Pepper.

Subhead: [Add a Secondary Hook, Demo Availability, or a Cheeky Twist]

Provide a splash of extra context to convince a skim-reading journalist to keep scrolling.

[LOCATION, COUNTRY] – [DD MM YYYY]

(Why this matters: Datelines establish your location and exact distribution time. In a global games market, explicit time zones prevent accidental embargo breaks and stop writers from playing time-zone roulette.)

Paragraph 1: The Juicy Core

[Developer/Publisher] has today announced that [Game Title (LINK)], a [genre] about [one-sentence hook], is launching on [Platforms] on [Date] for [Price].

Pack the essential Five Ws (Who, What, When, Where, and Why) right here. If a busy journalist only reads this single paragraph, they should still have everything required to publish an accurate news story in under two minutes.

[Embed your YouTube Video Here] You can use a link instead, but embedded video with a play button gets more clicks and views. When you add a YouTube video to your release in PressEngine, we creat the player image, and pull the YouTube thumbnail you've created on YouTube already.

Paragraph 2: The Supporting Details

Flesh out the announcement with vital practical info. Detail what is happening today—whether that is a shiny new reveal trailer, a playable Steam demo, closed beta sign-ups, or physical pre-orders going live. Mention regional availability, launch discounts, and direct links to storefront pages.

Paragraph 3: The Flavour & Features (Marketing Blurb)

Highlight what makes the game genuinely brilliant without drowning in PR buzzwords:

• [Core Loop]: Fast-paced tactical action built around [unique gameplay mechanic].
• [Feature Two]: Local and online co-op mayhem for up to four players.
• [Art & Audio]: Distinctive, hand-drawn visuals accompanied by an original dynamic soundtrack.

Why There Isn't An Executive Quote?

Unless you are pitching mainstream press with an industry survey or corporate acquisition data, videogame journalists almost never print "We are thrilled to embark on this journey," said the CEO. Bin the obligatory executive soundbite and save that precious real estate for informative gameplay details, asset links, videos and more.

Final Paragraph: The Parting Punch

[Game Title] brings its blend of [genre/hook] to [Platforms] on [Date] for [Price]

[Press Kit URL / Downloadable Assets].

The only thing left for you to include (outside of assets) is your contact details. Don't make it a discord link, or social media channel; keep it simple and in a place media are comfortable - provide your name and your email:

Contact: Name
Email: Goes here
Tel: Nobody will call but put it here just in case

The above template doesn't guarantee you coverage, but it will be a good start. If you don't have the contacts database, PressEngine has the most accurate videogames media database worldwide. You can send multiple press releases in a single month using our Lite subscription, which you can turn on and off as and when you need access.