How to Get YouTubers to Play Your Game

This document, "How to Get YouTubers to Play Your Game," analyzes effective communication strategies for game developers seeking coverage from content creators. The central thesis is that concise, action-oriented pitch emails, combined with compelling visual assets, are highly effective in generating interest and driving wishlists. The analysis is based on a case study of game developer Jordan O’Leary, who successfully garnered 6,000 Steam wishlists for his game, Spellmasons, through a single cold email to a YouTuber.

Key findings highlight that successful pitch emails are concise (under 289 characters in the example), establish a clear reason for immediate action (e.g., upcoming release date), and feature a direct call-to-action, such as requesting a Steam key. Crucially, including a short, impactful gameplay GIF directly in the email is identified as an economical way to showcase unique gameplay and entice clicks to the Steam page. O'Leary's email led to a YouTuber preview generating 80,000 views and 6,000 wishlists, and subsequently, another unsolicited video with over 96,000 views.

The document also presents a contrarian view on withholding Steam keys in initial cold emails, suggesting that requiring a request can foster a relationship with creators. This approach was exemplified by Odyssey Interactive, which generated over 500 content creator DMs for a prototype by using a concise, targeted tweet with a time-sensitive call-to-action and engaging assets, leading to a successful private Discord event. The overall scope focuses on digital marketing and communications within the video game industry, specifically targeting YouTube content creators.