Coverage of a game is won with access: code in the right hands early enough, under an embargo that holds, with the assets and the information a writer or a creator needs to make something. An agency in this category is managing a distribution operation and a set of relationships, not writing press releases.
Code distribution is the operational core
Deciding who receives a build, when, on which platform, and with what supporting material is the work. Too early and the build embarrasses you; too late and nobody has time to play it before launch. Key resale, leaks and unauthorised early coverage are ordinary risks to be managed with tracked keys and a clear policy, and an agency should be able to describe its process for all of it before you sign.
Embargoes are a relationship, not a contract
An embargo works because the recipients want to keep receiving code. Set it at a time that gives writers a fair run, apply it evenly rather than favouring the largest outlets, and say clearly what it covers: review, preview, impressions, footage. Breaking your own embargo to favour one partner is the fastest way to lose the rest of the list.
Creator coverage is paid or it is not, and the difference must be visible
Free code is generally not treated as payment for coverage in the same way a fee is, but any material connection has to be disclosed clearly where the audience sees it, and a paid sponsorship or a contractual requirement to post positively certainly does. Put disclosure obligations in every agreement, and never contract for a positive review: that is both a disclosure problem and a credibility one.
Measure coverage that moves wishlists, not clippings
A volume of articles proves activity. What matters is coverage in places your players actually read and watch, and the effect on wishlists, sign-ups and launch sales. Agree which outlets and creators are worth reaching for this title before the campaign, and report against that list rather than against a total.
Questions people ask about gaming pr
When should review code go out?
Early enough for a reviewer to finish the game and write, which for a long game is well before launch. Agencies who send code two days before release get impressions pieces, not reviews.
Does free code need disclosing?
The connection should be clear to the audience, and most creators say so as a matter of course. A paid arrangement absolutely must be disclosed, prominently.
Can we require a positive review?
No. It is a disclosure and credibility problem and it is visible to audiences, who discuss these arrangements publicly.
Is press or creator coverage more valuable now?
It depends on the game and the audience. For most consumer titles creator coverage moves more units; press still shapes perception and gets quoted.