Overworked, Underpaid and Passionate: The Survey

So recently I got approached with regards to giving my thoughts and opinions on what makes a good PR pitch for a game. More specifically a PR pitch for us to cover a game with a review, or opinion piece.

The results for this survey have not been released and we wanted to bring you the details and give you the low down on what makes a good pitch.

“We created this survey because so many of the smaller developers we speak to don’t really think about how journalists work and what gets a game into the press. With so much pressure on PRs and journalists to get games covered, you don’t often hear from the journalists themselves. So we wanted to use their opinions to help developers and publishers pitch their games more effectively, and to see games journalism from a different point of view,” said James Kaye, co-founder of Big Games Machine.

So what did the survey find out, well how about a quick overview of what makes a good pitch…

1.Take the time to research the journalist and their tastes and pitch accordingly
2. Try to develop personal relationships with journalists and influencers that you like and want to pitch in the future
3. Be a human being and not robot in how you communicate with people
4. Untargeted, mass emails are a big no-no
5. Keep your pitch clear and concise and include useful, good quality assets
6. Typos, bullshit and marketing buzz-words will kill your pitch – so get rid of them
7. Don’t bug journalists to see if they have read your email or to find out when they will be publishing coverage of your game
8. Try to get your build to the journalist in good time – at least three weeks before launch
9. Don’t be afraid to approach the media directly if you’re a developer, especially if you are demoing your game at a
show or event

So there you have it, and please find a link to the full survey for your own perusal right here – Game Reviewer Survey

As a bonus, here is a picture of James himself. Just because.


Been playing games since I can remember, from spectrum all the to current consoles. Always been interested in video game news and recently got the opportunity to head up a great team of eager people. I’m generally a man of many words but I try and be succinct and to the point in everything I write.

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