How to Build a Budget-Friendly Indie Game PR Campaign

Promoting an indie game can be just as critical as developing it. But when you’re working with a limited budget—which most indie developers are—you can’t afford to throw money at ads, hire top-tier agencies, or rely on expensive launch events. 

The good news? You don’t have to. A well-thought-out PR campaign can help you reach the right audience, generate interest from journalists, and build long-term community support—even with limited resources.

Define Clear PR Goals Before You Start

Most indie developers start promoting their game without a solid direction. This leads to wasted effort, scattered messaging, and missed opportunities.

Setting clear goals matter. If you don’t know what success looks like for your campaign, you won’t know how to plan or measure it. Clear goals help you stay focused and allocate your time and energy more effectively.

What types of goals should you set?

• Media Coverage: Are you trying to get press articles or YouTube features?

• Steam Wishlists: Is the objective to increase visibility and traction before launch?

• Community Growth: Do you want more followers on social media or more users in your Discord?Beta Testers or Feedback: Are you aiming to collect feedback for an early build?

Set measurable goals for each stage. For example:

• “Secure coverage from 5 relevant indie gaming sites during our beta announcement.”

• “Increase Steam wishlists by 1,000 before demo release.”

With clear goals, every PR action has a purpose, and you avoid random or inconsistent outreach.

Craft a Strong, Unique Narrative (Your “Hook”)

What makes your game worth paying attention to? That’s your PR hook.

Your narrative is essential. Journalists, influencers, and players are bombarded with game pitches. Simply saying “We’re launching a 2D pixel-art platformer” won’t stand out. Your hook is the unique angle or emotion that makes your game memorable.

How to define your hook:

Ask these questions:

• What inspired you to create this game?

• What problem or idea does it tackle in a new way?

• Does the game have a unique mechanic, story concept, art direction, or origin story?

• Is there something unusual or personal about the development process?

Example (Generic Pitch): “Top-down zombie survival game.”

Improved Hook:“A top-down survival game where you build relationships with infected NPCs who slowly lose their memory.”

The second one gives the press and players something to talk about. It sparks curiosity and emotional connection. Your PR messaging should be built around this narrative—on your website, in your press kit, and in your outreach.

Build a Detailed and Organised Press Kit

A well-prepared press kit is essential when reaching out to media or influencers. It saves time for both sides and increases the likelihood of your game getting coverage.

If you don’t know what a press kit is, it is a collection of all the key materials and assets that journalists or content creators need to talk about your game. It should be professional, accessible, and easy to navigate.

Key elements of a good press kit:

• Game Overview: A concise, compelling game summary (3–4 sentences). Include the genre, platform, release window, and hook.

• Key Features: A bulleted list of the top 5–7 gameplay features. Be clear and descriptive, but keep it readable.Developer Bio: A paragraph about who you are, what your studio stands for, and what you've done before.

• Press Contact: An email address where press can reach you.

• Downloadable Assets:

  • High-resolution screenshots

  • Game logo (transparent PNG)

  • Short gameplay clips or gifs

  • Trailer link (hosted on YouTube or Vimeo)

  • Steam page or store link if available

How to host it:You don’t need a fancy site. Google Drive, Dropbox, or a Notion page works. Just make sure it’s well-structured, and all links are public.

Master the Art of Personal Outreach (Not Spam)

One of the most common mistakes indie developers make is sending out mass emails to dozens of journalists or influencers with the same generic message.

Personal outreach works better. Journalists receive hundreds of pitches. A personalised, well-researched email stands out because it shows effort, relevance, and respect for their work.

How to do it properly:

1. Identify the right people.Find writers and YouTubers who have covered similar games. Use sites like IndieGameReviewer, AlphaBetaGamer, or search on YouTube for your genre.

2. Reference their past work.A message like “I saw you wrote about 'Unpacking' last year. My game has a similar emotional focus and might be a fit for your audience,” shows you’ve done your homework.

3. Be concise.Your email should briefly introduce you, explain why your game matters, and offer a press kit or Steam key.

4. Follow up, respectfully.If you don’t hear back in a week, a short follow-up email is fine. But don’t spam.

The success rate will always be low, but targeted, smart outreach can bring high-impact results—especially with niche journalists or mid-sized influencers.