CO-GAME: Collaborative cultural heritage video game creation

1. CO-GAME: Collaborative cultural heritage video game creation I05 LEADER: IO 5- Press Releaser generator

2. Press Releaser generator Starting the unit Topics The unit focuses on the creation of press release for educational video games. The trainers will learn all the fundamentals of press coverage, press release designs, successful launch strategy and last but not least: be an active community member. They will learn how to combine the press release structure for educational videogames with cultural heritage and realize a product giving all the correct information to the press

3. Press Releaser generator LO1 Create the contents for a successful pre-press activity (announcement, put the project on kickstarter or steamgreenlight, playtesting) Announcement: If you haven’t said much about your game, you can always try and get the press to cover it when you “officially announce” it. Just be sure to have a trailer (with gameplay) and screenshots. Youtube https://www.youtube.com/watch?v=nidQsTYBnVk Streaming development sessions is a strategy that game developers are using more and more. Many indie game developers are using YouTube to document their progress, in addition to giving folks a look at how games are made, streaming also gets them excited about gameplay and visuals.

4. Press Releaser generator LO1 Create the contents for a successful pre-press activity (announcement, put the project on kickstarter or steamgreenlight, playtesting) A successful launch strategy: (before to Press!) Announce the work in progress of the videogame Ignore that voice saying “I’m not ready to share yet”. Kickstarter Steamgreenlight If you’ve submitted your game to Steam’s Greenlight program, reach out to everyone who’s covered your game before and even contacts who haven’t yet. If you’ve decided to put your project on Kickstarter, now is as good a time as any to look for press coverage.

5. Press Releaser generator LO1 Create the contents for a successful pre-press activity (announcement, put the project on kickstarter or steamgreenlight, playtesting) Steamgreenlight. What do I need in order to submit my game? Beta Testing/Steam Early Access: When it’s time for playtesting, reach out to the press with information on how people can participate. Note: Sometimes, the press won’t be willing to write a story for their website, but they’ll be happy to send out a tweet. If you don’t hear back in a day or two, send an email reminding them and asking (nicely) if they’ll at least Tweet about your playtest.

6. Press Releaser generator LO2 Create a correct press release for educational videogames T e l l i n g your Use hashtag you have chosen #nameofyourgame, #nameofyourorganitation #cogame S t e p s If you haven’t already, create your social accounts and start posting updates about your project. When your game is still quite a while away from release, social media provides a way to give followers passive updates and keep the game in their mind. Of course, it’ll also help with sharing blog posts, streaming sessions, screenshots, and more. While you should create game-specific social media accounts, that’s not necessarily the best way to reach people. Instead, focus on accounts for your studio as it helps build your audience for future games.

7. Press Releaser generator LO1 Create the contents for a successful pre-press activity (announcement, put the project on kickstarter or steamgreenlight, playtesting) Contact social and traditional media* Use your channels to keep the attention of the media. DON’Ts Don’t write like a soulless PR machine. Instead, be human and genuine. Don’t pitch your game to members of the press on social media. Use email instead. DOs Link to your website from your social media profiles. Post screenshots and video clips as often as possible. Updates with media tend to stand out. Use the hashtag #cogame and #cogameiscoming when posting updates and searching for fellow devs. *This unit is about pre-launch and launch

8. Press Releaser generatorLO2 Create a correct press release for educational videogames Finding the contents Manage the contents on the press release Using a correct pitch to write the paragraph of the press release

9. Press Releaser generator LO2 Create a correct press release for educational videogames How to create an Headline - Write a strong, attention getting headline. - This is the most important component of the press release as this needs to "grab the attention" of the editor or reporter. Think of your press release as an ad for an interview. Stop the reader dead with a grabber headline Weak headlines and first paragraphs are deal-breakers You need strong headlines and clear opening paragraphs. Take time to write and perfect your headline. You should invest at least as much time writing the headline as you do writing the body of the press release. Make your intro short and to the point. You need to get in, wow them and get out Quickly identify the absolute core information in your press release. Journalists work on extremely tight deadlines; they do not have time to read fluffy language The headline can – and will – make or break your entire story. If it does not grab journalists’ attention, the odds of your story getting published are minimal.

10. Press Releaser generator LO2 Create a correct press release for educational videogames Introductory Paragraph . The Grabber “Grab” your reader’s attention with an engaging first sentence. Your first paragraph of the release should be written in a clear and concise manner. It needs contain information that will "entice" the reader. Your story must be newsworthy and factual; don't make it a sales pitch or it will end up in the trash.

11. Press Releaser generator LO2 Create a correct press release for educational videogames Body of the release 1 Nail down the nuts and bolts. Elevator pitch: this is the main body of your message. What’s your game all about? Consider not using too many buzzwords here. Instead, try to highlight the features which make your game special and worth writing about. Also, keep it snappy. No need to write a whole novel. Now you need to further explain the subject and details of your release. This can actually contain several paragraphs. Your text should include pertinent information about your product, service or event. If writing about a product, make sure to include details on when the product is available, where it can be purchased and the cost. If you're writing about an event, be sure to include the date, location of the event and any other pertinent information. Answer the questions "who", "what", "when", "where", "why" and "how".

12. Press Releaser generator LO2 Create a correct press release for educational videogames Body of the release 2 Materials: this should include links to a trailer, a demo version, screenshots, and your press kit. Some people prefer to include screenshots and press kit as an email attachment, it’s better to include links. Availability: Where can I buy your game? And for which platforms? Links to the main distributors are quite helpful. Review Copy: Giving a copy away with the press release? It certainly reduces the back-and-forth and gives the writers direct access to your game. This would be the place to put it! Invitation to follow up: “If you’re interested in doing an interview with me or want to do a giveaway of the game, just get in touch. Thanks!” …or something like that. Wrap it up. Note: You should include a quote from someone that is a credible source, include their title or position with the company, and why they are considered a credible source. Always include information on any awards they have won, articles they've published or interviews they have given.

13. Press Releaser generatorLO2 Create a correct press release for educational videogames Final paragraph. Call to action Now wrap-up your release by restating your main point. Direct your readers where to get your game or learn more with a clickable link. “Download your game from www.cogame.eu”

14. Press Releaser generatorLO2 Create a correct press release for educational videogames Company or product background Include a brief description of your company along with the products and services it provides. Sometimes people refer to this as a boilerplate. It is the type of description that your frequently use to briefly describe your company. Contacts Make it easy for writers to get in touch with you. Developers Info + presskit link

15. Press Releaser generator LO3 Create a successful launch strategy (streaming, blogging, be an active community member, be social, link to website press kit) Be able to post the press release on social network The rules. -Reach out to specific journalists or developers -Don't be afraid to go offline (use traditional ways) -Send the release to top journalists the day before (under embargo: just means they aren't allowed to share the information in the press release until the time you specify.) -To avoid competition, don't publish your release on the hour, try going with a more distinct time. E.a. Not at 10:00 am, but at 10:09 am. Gets published at non-peak times

16. Press Releaser generatorLO3 Create a successful launch strategy (streaming, blogging, be an active community member, be social, link to website press kit) A perfect Facebook post: is a link. Link posts take advantage of meta tags from the webpage, including information on the page’s title, description, and photos. When you paste a link into the update box on your Facebook page, Facebook will pull this information in automatically and place it in a link format. is brief—40 characters or fewer, if you can swing it “shorter is better” gets published at non-peak times The thought process goes like this: You compete with hundreds of thousands of posts to be seen in the Facebook News Feeds of your fans. If you post your updates when few others are posting, your updates stand a better chance of making it through follows other posts on a regular schedule is part of a consistent sharing strategy (audience with a strong passion; publish very good content for your videogames players audience; publish very consistently (at least once a day, often more); LOT of shares

17. Press Releaser generator LO3 Create a successful launch strategy (streaming, blogging, be an active community member, be social, link to website press kit) Tips for Posting on Twitter 1 Of all the social media outlets, Twitter is the one that affords developers the easiest access to potential fans, members of the press and other burgeoning developers. Use it, learn the science behind it, and master it. Here are a few tips: Do not use Twitter to approach random members of the press—no one likes a beggar. Instead, view it as an opportunity to see what they're plugging and what genres of gaming they feel most passionate about. Feel free to reply to their Tweets, but only if you have something engaging to add to the conversation. If you're lucky they'll toss you a follow. And then, when you Tweet about your game, there's a chance they'll see them. Going further, if a member of the press favorites or retweets one of your posts, don't dismiss it. That's not to say you should immediately request a preview of your half-finished game, but it's a firm indicator that when your game is ready to be showcase, someone might have genuine interest in plugging it. 

18. Press Releaser generatorLO3 Create a successful launch strategy (streaming, blogging, be an active community member, be social, link to website press kit) Tips for Posting on Twitter 2 Post your game development updates during peak hours, ideally somewhere between 11am and 11pm EST. Better yet, post them twice—once in the morning and once during the evening hours. (The reason being that if you only post updates during the middle of the night, then by the time your followers check their feed your post will have already been long buried.) There's a tendency among game developers to follow just about anyone who is making an independent game. These "Serial Followers" care more about receiving a follow in return than they do about your game development team.   And if you dare to not follow them in return, they'll drop you faster than Mario can say "It's-a me."Don't become a "Serial Follower." Instead, follow those who you are genuinely interested in hearing from. Indie developers that you admire are a good starting point. Your favorite indie gaming sites should be included as well. In the beginning it's OK to follow more people than people that follow you, but it's far more preferable to follow 500 people and have 1,000 followers than to follow 2,500 people and have 3,000 followers. If you find yourself falling into the latter category, chances are you've become a "Serial Follower." Do you follow? #cogame #steamgreenlight #learninghistorythroughtvideogames

19. Press Releaser generatorLO3 Create a successful launch strategy (streaming, blogging, be an active community member, be social, link to website press kit) Other Social Media Tips The IndieGaming subreddit is a great place to link your YouTube trailers, preview, reviews and game demos. Save the Steam Greenlight plugs for /r/greenlightquality. And whatever you do, don't inundate your reddit post title with flashy buzzwords. "Innovative 2D RPG with pioneering game mechanics and epic storyline" doesn't tell me much. Your website should link to your social media accounts. Your Twitter account should have links to your Facebook page and website. Your Facebook page... you get the point. It's worse to have a grossly outdated Facebook page and website than none at all. Keep things current. If you must relay your gamedev failings to the Internet, try to be funny about it. Same goes for your announcements. To illustrate the last point, this recent Twitter post fared particularly well : "After two years of toiling, sleepless night and neglected wives we're finally close to releasing an #EchoesofEternea game demo. #gamedev"

20. Press Releaser generatorLO3 Create a successful launch strategy (streaming, blogging, be an active community member, be social, link to website press kit) The press kit. Video game journalists have to cover lots of games, and they don’t have a lot of time. Naturally, you should make it as easy as possible for journalists to write about your games. High-quality screenshots with human-readable filenames Option to download all screenshots in a ZIP Embeddable gameplay videos on YouTube/Vimeo Full gameplay description List of features Release date Price point in USD and EUR Available platforms Direct download link on iTunes/Steam Developer name and link Publisher name and link App icon and game logo in high resolution and with alpha channel Packshot if applicable Awards and nominations E-Mail address of team member responsible for press No buzzwords

21. Press Releaser generatorLO4 To be able to manage public and press answering (socialmedia management) Socialmedia Management. Don’t leave your followers !!! Support them, answer their question and consider their tips. The worst thing to do is don’t answer !!!

22. Press Releaser generator DISCLAIMER This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. A PROJECT COORDINATED BY