Writing Pitch EmailsThe Do’s and Don’ts

by Albert Palka

AFTER releasing a 1400+ YouTubers list to the public, I’ve decided to add my email address to that list and see what types of emails do Indie Developers send to Media and Influencers.

Thus far, I’ve collected over 100 emails, readevery single one of them and decided to sharemy findings.

Enjoy!

Preface

ALWAYS do research on the recipients’ on your list. Make sure you know who they, whatthey like and what types’ of games they cover.

Otherwise you can send a message to someonelike me (not a journalist / YouTuber) that beginswith these paragraphs.

Rule #1Research

Hello!

I was looking at your channel and noticed that you create quite interesting content, which I personally love.

Comment: But I don’t create content.

Rule #1Example

Hi there!

We’re getting in touch because we think your channel is awesome and would love if you checked out our new game…

Comment: But I don’t have a channel.

Rule #1Example

FIRST THING you do, when you write an email, you introduce yourself and explain why you’re writing to that person.

You shouldn’t beg, nor you shouldn’t sound impolite and just go with „Hey, grab this key” in your first email.

Rule #2Introduction

Hi there!

I am the developer of indie strategy/sandbox game called „…" (link). I would like to offer you to make a review of our game. Here is your Steam key.

Comment: Don’t assume anybody’s interested in your game unless it’salready popular.

Rule #2Example

Hello?(Sorry to use Google Translator)I am one of indie developers „…" to live in South Korea.It has created a casual game that everyone can enjoy.But I am poor.So there is no way to promote the game I made.My mobile game titles, said „… ."It is sufficient for you only 5 minutes. For me a great impression.

Comment: Two words – Proper English.

Rule #2Example

Hi im … from … and i have madea little but fun game.

I made for …, all by my own from scratch and irecibed amazings reviews

here the link (to play on web or desktop)

Comment: You’d delete this email too.

Rule #2Example

MAKE SURE that your email is personalized. It can be as simple as recipient’s name in yourfirst „Hello,” but can go as deep as mentioningarticles, personal events and, whatnot.

The more information you have, the better yourpitch can be.

Rule #3Personalize

Comment: This is a sample template you could create based on the available data.

Hi <name>,

My name is <your name> and I love the articleyou wrote for <website> about <game>.

We at <your studio’s name> are working hard on <your game’s title>, which is similar to <game>, but has <feature 1>, <feature 2>, and <feature 3>.

We are launching on STEAM next week… (continue with dates, key, press kit).

Rule #3Example

CHECK if the recipient of your email is the person you think he is. Also, check if individuals who get in touch with you are the owners of the YouTube channel or blog.

This will prevent you from losing keys to thieves and watching them being sold on different marketplaces and shady websites.

However, if you’re an upcoming studio don’t ask the press to reach out should they be interested in your game’s key. Just send it in your initial email.

Rule #4Double check

No, seriously. Check every single person thatreceives your steam key(s). You’ll avoid losingmoney.

Rule #4Example

BEING and indie developer means you not only have the freedom to create whatever youwant, but you’re also the freedom to express yourself however you want.

Don’t pay others couple hundred bucks (ormore) to send a press release to their 2000 emails’ list. It’s not worth it.

Ask on forums, Social Media or read multiplearticles on Gamasutra how to approachpitching, and „just do it.”

REMEMBER: Pitch email won’t guaranteecoverage for your game. It’s one of the tools to promote it, not a „unicorn” solution.

Rule #5Be yourself

REMEMBER about a few general rules on top of everything else we’ve covered today.

• Prepare a press kit, which should includehigh res images, trailers, builds et cetera.

• Make that press kit available on your website, Dropbox or any other easily accessibleplatform.

• Don’t spam! Usually, sending those 2000 emails to random people gives you much worse results than sending it to 100 carefullyselected ones.

• Pitching press is one of the promoting tools, not the ultimate solution. Don’t believe thosewho say otherwise – you’ll avoid losingmoney.

HOWEVER, there’s one thing that ALWAYS works.

JustMake aF!&@GoodGame! ;)