How to Email Press and Pitch YouTubers for Your Indie Game

Press and creators get hundreds of emails a week. The ones that get read say what the game is in one line, show why it's interesting in the next, and make it easy to say yes.

The press email

1. Subject: game name, genre, studio and release date.
2. First sentence: what the game is ("a roguelike deckbuilder where…").
3. Second sentence: the hook, the thing that makes it different.
4. Links: Steam page, press kit, trailer.
5. Offer: a key, a build walkthrough or an interview.

The creator pitch

Creators care about their audience. Show you watched their channel:

• Mention a specific video and why your game fits that audience.
• Give a key with no strings attached, and say monetisation is allowed.
• Keep DMs to two or three sentences with the Steam link.

Timing

• Previews and Next Fest: a few weeks before the fest, with a demo link.
• Reviews: 2–4 weeks before launch, with a key and an embargo date if you use one.
• Launch day: a short "out now" email with the press kit.

The press kit

Journalists need a fact sheet, a short description, high-resolution screenshots, the trailer, logos and a contact. Put it at one link.

Follow-ups and tracking

Follow up once after 5–7 days. Track who you contacted, what you sent and who covered you, so you don't email the same person twice and know who to ask next time.