What is a Video Game Press Kit/Media Kit?
A video game press kit, or media kit, is a one-stop shop that should contain all the game marketing materials that journalists & creators need to cover your game, & tell its story in style. Whether you’re an indie developer, publisher, or studio, your press kit should be easy to find & simple to use, like a Google Drive or Dropbox link on your website, or use a resource like Pressdeck to host your press kit & share that link on your website.
The difference between a good press kit for games & a non-existent one could mean being featured in a review & spotlighted on stream… or being skipped over entirely. 🫣
So, now you know what press kits are, what should you put in them? Let’s dive in 👀👇
What Are 5 Essential Assets for a Video Game Press Kit?
Let’s focus on the top 5 things you need in your press kit before branching out into other assets that may not be as necessary, but are nice to have:
1️⃣ Transparent Logo
Your logo is your game’s identity. A high-resolution transparent PNG of your logo makes it easy to drop into articles, thumbnails, or overlays, & a layered PSD is even better for creators editing graphics!
💡 Pro tip: Include both light & dark versions so your logo always looks great against any background, just like ours 😉
2️⃣ High-Resolution Key Art
Key art is essential for your game marketing assets! We’re talking top-quality 4K key art in landscape, portrait, & square formats, so they’re ready for journalists & creators to use for articles, backdrops & social posts. 🤌
3️⃣ Trailers, B-Roll & GIFs
Don’t just link the trailer you’ve uploaded to YouTube, we’re talking about high-quality trailers that creators & journalists can directly download. Trailers make it easy to cut clips from, make their own GIFs, & create content!
Adding b-roll of official gameplay footage or gameplay clips, or even fun GIFs taken from the game, to your marketing materials adds an extra visual element to showcase your game on socials
4️⃣ Game Overview, FAQ, & Unique Selling Points
Your game overview should sell your game at a glance, answering key questions like:
👉 What’s the story & what are the mechanics?
👉 What genre is your game?
👉 Why should someone play your game?
👉 What makes it unique from other games?
Don’t forget to include accessibility features, pronunciation tips, & official alt-text descriptions for your key art or provided artwork to make your game marketing assets as inclusive as possible. Plus, they also make for great talking points! 🤙
💡 Pro tip: Keep the overview as concise as possible, preferably a one-page document, with a format like a Steam page overview! You want to spark curiosity & hook people into playing, but not too much to spoil the game.
5️⃣ Embargo
If your press kit isn’t for the public, but you’re working closely with press & creators to promote your game, then communicating an embargo time translated into several key time zones is a must. You hold the keys to your game, don’t let anyone share what’s not ready to be shared without your permission 👊
🚨 An embargo time is the exact date & hour when press & creators are allowed to share your game’s news, reviews, or assets publicly.
What Bonus Assets Can Make Your Video Game Press Kit Stand Out?
If you’ve nailed the above essentials & you still have creative fuel left in the tank, then these extra assets provide an extra level of detail that press & creators will love 😍
6️⃣ Character & Item Assets
Provide cutouts of characters, weapons, items, or icons, especially if they’re transparent PNGs or PSD files! Creators & journalists can customise their content to the max, like dropping them into thumbnails, overlays or even memes, all while keeping the assets on-brand. 🤌
7️⃣ World & Environment Artwork
Maps, in-game screenshots, & landscape shots make for awesome backdrops for creators or article headers! Plus, concept art or even cosplay guides hold a lot of power in your community 👀
8️⃣ Content-safe Music & SFX
Check your licensing before allowing creators to use your in-game music or effects! Having a stream muted because of copyright claims can really kill the hype, so ensure to give clear guidance on what music can or can’t be used!
9️⃣ Overlays & Camera Placement Guides
Providing brand-approved overlays that show the ideal camera placement for streamers (for both short-form & long-form content) can help creators showcase gameplay without covering essential HUD elements!
🔟 Fonts & Brand Colours
Sharing the knowledge of what font you use (OTF/TTF files) & the official hex code brand colours helps keep content consistent & professional without creators or journalists having to guess what they are.
TLDR: What Should Be in a Video Game Press Kit?
A well-prepped press kit, or media kit, is essential for any game developer, publisher, or studio to stand out in the run-up to launch day. These game marketing assets should give journalists & creators everything they need, so here’s a quick recap of what you need to include in your video game press kit to make it shine 👇
Essentials:
🌵 Transparent Logos
🌵 Key Art
🌵 Trailers & B-roll
🌵 Game Overview & FAQ
🌵 Embargo Date & Time
Bonus assets:
🌵 Character & Items Assets
🌵 World & environment Artwork
🌵 Content-safe Music & SFX
🌵 Camera Placement Guides
🌵 Fonts & Brand Colours
Now, all you need to do is store these assets somewhere easily accessible for press & creators to grab. Ta-da! Now you’ve got a shiny new press kit ✨
Check out our blog on How Do Players Discover New Games?, where we surveyed gamers at gamescom 2025 to find where they discover games! Not only will you find out the best places for game discovery, but take these insights to know which assets you should be making for which platform to include in your press kit! 👏
