Beyond the Press Release

Press releases are the first stone on the path to industry fame and glory. Press releases lead to interviews, game previews, and reviews. If you want a media outlet to demo or review your product, you need to make the process as simple as possible. One of the biggest gripes from game reviewers is the lack of support material accompanying review copies of games. Even if your manual hasn't been laid out just yet by the designer, send just a plain bound copy of the text. Send a walkthrough, too. With preview CDs, include some game art, screenshots, game logo, and company logo.

For game reviews, have a "press pack" ready to roll, including a box shot (front of the box in a high-resolution format), game logo, company logo, and at least a dozen high-resolution screenshots. In addition, in terms of releasing a game for review, keep in mind that the gaming press typically like to receive games in advance of their release to the public.

You should also have physical prepared media kits ready to go at a given notice. Have some folders printed with your company logo and, in an organized fashion, put together a nice packet of information about your company, including company history, previous press clippings, game "sell sheets," and archived press releases. You might also include a CD "sampler," which could include product images, demos, contact information, and more.

Case Study 3.1.1: Game Reviewer Perks and Playola

In addition to copies of the game, most game reviewers receive accompanying accouterment from game publishers. These typically include t-shirts, caps, backpacks, and other assorted company and game branded items. However, when these perks become over-the-top, such as free trips to Japan and Europe, transportation by limousine, and movie premiers, some critics call this "playola." As noted in an April 2002 article in the Los Angeles Times [Cambron 01], while many publications have specific policies forbidding writers from accepting free trips and accommodations, or gifts worth more than $25 to $100, practically speaking, these policies are often unenforceable or inapplicable to freelancers. According to the article, although there is no evidence that the junkets generate more positive reviews, and no writer would admit to being swayed by the extravaganzas, they do, says the author, produce more publicity for some middle-of-the-road games that might otherwise draw little attention.

Case Study 3.1.2: A Sample Press Release

The following is a press release sample announcing a publishing deal:

For Immediate Release

GAME PUBLISHER TO PUBLISH GAME DEVELOPER'S MASSIVELY MULTIPLAYER ONLINE GAME "MOG"

Weston, CT—July 15, 2002—Game Publisher and Game Developer today announced a publishing agreement for "Mog," a massively multiplayer online strategy game that puts the player in command of a massive flying saucer. The retail version will incorporate new levels of game play, as well as offer a one-month free trial subscription.

The arrangement between Game Developer and Game Publisher was negotiated by Los Angeles based AndWeHelped, a boutique firm specializing in interactive entertainment consulting.

John Doe, vice president of third-party broker AndWeHelped, was instrumental in putting the deal together. "Joe Smith, president of Game Developer, and his team wanted a publisher who would really get behind and support the game," said Doe. "Game Publisher has exhibited tremendous commitment to all its titles, so we felt this would be a great match."

Mog takes place in a universe splintered by intergalactic war. Humanity has split into two hostile factions, while a new hostile alien race advances into human space. In the midst of turmoil and civil unrest, players start as flying saucer ensigns, piloting smaller saucers, eventually working their way up to saucer fleet admiral, controlling a massive flying saucer and plotting strategic maneuvers in one of the three initial factions.

The Mog universe is alive with many new different subplots. Humans are the dominant species of each beginning scenario, but more advanced scenarios will feature diverse alien races and advanced technologies. Numerous players will focus on their own agendas in this seemingly crowded galaxy, and the player will be forced to deal with circumstances that this creates.

"We are excited to be entering the massively multiplayer world with what we believe to be a particularly well-crafted and well-run game," said Game Publisher president, Peter Leader. "The Game Developer team keeps the game fresh and evolving, which was key to our publishing decision."

About Game Publisher

Game Publisher is a publisher of games for PC and other platforms. Founded by entertainment industry veterans with over 15 years of experience, Game Publisher is committed to bringing to market quality games offering exceptional entertainment. Learn more about Game Publisher at www.GamePublisher.com.

PRESS CONTACT:
Beverly R. Cambron
Rocco Media, LLC
For Game Publisher
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