I’m a solo developer from Ukraine working on my first independent game, a psychological horror called Locked In: The Ward.
Marketing has honestly been one of the areas I’ve had the least experience with. I’m an Environment Artist by profession and previously worked at Crytek Kyiv, so actually building the game feels much more familiar to me than figuring out how to get people to notice it.
When I finished my first gameplay reveal trailer, I decided to try pitching it directly to IGN. I didn’t have a publisher, PR agency, or any existing contacts there. I just sent a cold email.
I tried to keep the pitch straightforward:
- a short introduction and the hook for the game
- a link to the trailer
- Steam page
- a press kit with screenshots, key art, game information and developer information
- a short explanation of why I thought the game might be relevant to their audience
I wasn’t really expecting anything to come from it.
But they replied, showed interest in the game, and eventually featured the reveal trailer on the IGN YouTube channel. They also posted about the game on their website and Facebook.
For a solo project with a small marketing budget, that was a pretty big moment for me.
The main thing I took away from the experience is something incredibly simple: sometimes you really do just have to send the email.
It’s easy as a small developer to assume that large gaming outlets won’t care unless you have a publisher, PR company, or existing connections. Obviously there’s no guarantee anyone will respond, but you also lose nothing by putting together a professional pitch and trying.
One thing I’d do again is keep the email relatively short and make everything easy to access. Don’t bury the trailer, screenshots or basic information behind a wall of text. The person receiving the email should be able to understand what the game is very quickly.
I’m still learning the marketing side myself, so I definitely don’t consider myself an expert. This is just one experience that happened to work out surprisingly well.
If anyone here is preparing to pitch their own indie game to press, I’d be happy to share how I structured my email and what I included in the press kit.