How to Build a Press Kit for Your Indie Game
You reach out to a journalist, YouTuber, or streamer about your game, and the reply is "sure, send me some assets" — and suddenly you're scrambling to pull together screenshots and a logo you don't have ready. A press kit exists to prevent exactly that scramble. Put it together once and you can reuse it for press outreach, publisher meetings, festival submissions, and store review inquiries alike. This post covers what to include, how to structure the folder, and how to distribute it.
What to Include
| Item | Details |
|---|---|
| Logo | Transparent PNG, in color, white, and black versions |
| Screenshots | High-resolution originals, clean gameplay with no watermarks |
| Key art | Artwork that represents the game, both with and without the logo overlaid |
| Trailer | A YouTube link plus a downloadable source file (or a download link) |
| Fact sheet | Studio name, release date, platforms, price, genre, a one-line pitch, and key features |
| Studio bio | Team size, previous titles, a short studio history |
| Contact info | Press inquiry email, and a named contact if you have one |
| Awards and press mentions | Include if you have them, skip if you don't |
Folder Structure
If you're shipping the press kit as a single zip file, a clearly separated folder structure lets whoever downloads it find what they need without digging. A structure that works well in practice:
- 01_FactSheet — fact sheet and studio bio as text files
- 02_Logo — color, white, and black versions with transparent backgrounds
- 03_Screenshots — high-resolution original screenshots
- 04_KeyArt — key art, separated into versions with and without the logo
- 05_Trailer — video file, or a text file pointing to a link
- 06_Contact — contact information
Numbering the folders means anyone who unzips the kit can skim it top to bottom in the order you intended, which cuts down on hunting for the right file. Naming files inside each folder so the game and its purpose are obvious also helps — journalists and curators often have several studios' press kits open at once, and generic filenames get confusing fast.
How to Distribute It
The simplest approach is to zip the whole kit, upload it to a cloud drive, and keep a permanent download link posted on your store page or website. That way, every time press asks for materials, you just hand over one link instead of assembling something new.
Plenty of studios also build the press kit as a standalone web page. In that case, put the download link near the top and let screenshots and the trailer preview directly on the page, so visitors can get a sense of the game without opening individual files first.
Whichever format you choose, keep the kit updated whenever your assets change. Distributing stale screenshots or an outdated logo makes the materials look out of sync with the actual game.
Why It's Worth Doing Even at Small Scale
Solo developers and small teams often assume a press kit is overkill — but the smaller the team, the more a press kit actually pays off. With limited hands on deck, hunting down assets every time someone asks is a real time cost, and a journalist or creator who receives disorganized materials is more likely to move on to a different game. Having a kit ready in advance means you don't lose opportunities during the short window when someone's actually paying attention to you.
If you need screenshots and key art for multiple purposes — store listing, press kit, social posts — it helps to split the workflow: generate the store-facing images with StoreShot first, then keep clean, watermark-free originals organized separately in your press kit folder.
Takeaway
A press kit is really just about gathering different kinds of material — logo, screenshots, fact sheet, contact info — into one place. Structure the folders clearly and keep a download link live at all times, and you'll be able to respond to a sudden press request or event submission fast, without scrambling to build materials from scratch.