B2B games media coverage: 6 Reasons why you’re not landing it

Securing B2B games media coverage in your target trade publications such as Gamesindustry.biz, GamesBeat and MCV Develop (to name a few) doesn’t have to be complicated.

But, many companies may struggle with this process. They may not grasp what grabs trade media attention, leading to disappointment.

But don’t worry! There are clear explanations for this, and we’re here to help you.

If you’re tired of rejections or no responses, this post will explain why this happens. It’ll give you strategies to get the B2B media coverage your company deserves.

Reason 1: Your content isn’t newsworthy enough to drive B2B games media coverage

The main culprit here might be your definition of “newsworthy.” “News” can feel subjective, but journalists have specific criteria.

While creativity is valuable in PR, it needs direction. You can craft a perfect pitch for the right publications. But your story needs news to grab attention.

The Secret Ingredient: Data

For B2B content, data is your secret weapon. Numbers are quantifiable proof, highlighting trends, industry shifts, or one-off events.

Market reports, when well-analysed and presented, can be goldmines for journalists. We know because we’ve done it a fair few times for ourselves and our clients. 

Data is usually sourced from two places – your own SAAS platform (if you’re fortunate enough to have data) or commissioned using third-party research. 

We’ve seen both of these succeed. But your data will always be unique, more frequent and cheaper to source!

What Makes News?

Here’s our rule of thumb. Newsworthy B2B content gives fresh insights. It covers topics that matter to the target audience. Does your pitch:

  • Shine a light on an issue? Emerging trends, future predictions, or problem-solving solutions all pique interest.
  • Educate readers? Leverage your platform’s data or commissioned research for valuable insights.
  • Quantify your announcement. Investment figures, fundraising rounds, or acquisitions add weight.
  • Highlight “firsts,” “fastest-growths,” or “biggest?” Superlatives grab attention (but make sure that they’re actually true!).

Ditch the Boring, Embrace the Fascinating

An office move is extremely yawn-worthy (who even has an office these days? So pre-2020).

But what if you invested millions in a futuristic workplace and neuroscientists helped design it? That’s a compelling story.

Journalists love numbers. They confirm your claims and make their job easier.

Want proof that data works?

Look no further than our 2024 Game Journalist Survey. It secured lucrative coverage in GamesBeat and an SEO-boosting backlink that’s like B2B PR gold dust. 

Reason 2: Your content isn’t inventive enough to drive B2B games media coverage

The B2B games industry is very competitive. Journalists are bombarded with pitches.

To get media coverage, you need to break through the noise.

You need to craft unique content that brings real value to the journalist’s audience.

Newsjacking or trend-chasing can be an excellent way to secure coverage.

But it may also mean jumping on the latest industry buzzword or hot topic without substance.

It’s a surefire way to frustrate journalists.

For example, many PR teams try to ride the hype around AI in games. But, they must offer unique insights or data that set their story apart.

This often leads to a deluge of generic, dull pitches. Journalists dismiss them. This damages your credibility.

Also, rehashing the obvious is repeating well-worn narratives.

These include the explosive growth of esports or the rise of mobile gaming.

But they won’t capture a journalist’s attention.

They’re looking for fresh angles and novel perspectives that enlighten their readers.

To fix this, focus on originality.

Develop pitches with a unique point of view. Back it with your own data, expert analysis, or innovative use cases.

For example, if you work in game licensing, develop insight into how TV shows, such as The Last of US or Fallout, drive game sales. 

Not to toot our own horn, but we did just this, securing over 30 pieces of coverage  (such as this one in Gamesindustry.biz) around the success of the Amazon Prime TV series Fallout and a rise in sales and players of the Fallout game series. 

Or, imagine you represent a company that develops AI-powered game tools.

Instead of a generic pitch about “the future of AI in games,” consider data-driven insights on how developers are using AI or even attitudes to AI in game development. 

If possible, use your data to reveal new trends.

For example, developers use AI for tasks. They use it for things like character animation or content generation.

Offer expert commentary on the evolving needs of studios.

Before crafting a pitch, dive into the target publication’s coverage. Also, look into the journalist’s areas of expertise.

This lets you tailor your proposal to their interests. It shows your commitment to providing value.

Remember that substance matters more than hype. Uniqueness alone isn’t enough; you need to back your pitch with evidence.

This can be industry research, expert interviews, or your own data. This helps position your company as a trusted authority.

It can offer readers tangible takeaways.

Use your expertise. Look at your organisation’s unique strengths, data sets, and areas of expertise.

Can you leverage these to uncover an untapped story angle rivals have yet to cover?

Reason 3: Failing to capitalise on timeliness and newsjacking:

In the fast world of video games, timing is everything. It’s critical to secure valuable media coverage when you see things happening.  

Companies that capitalise on timely industry trends and breaking news have a significant advantage in cutting through the noise.

Staying hyper-aware of the latest developments in the B2B games space is critical.

You can find these chances by reading trade publications like Gamesindustry.biz, Pocketgamer.biz, and MCV Develop. You can also follow these publications and the journalists on social media.

TIP: If you want an easy life, subscribe to our Daily Download – a summary of all the top industry stories.

You can also identify opportunities by watching what your competitors are doing.

You can then pitch journalists relevant, newsworthy stories.

Newsjacking is the practice of tying into popular current events. It involves quickly creating content or pitches and can be very effective. 

For example, suppose a major gaming platform announces a new feature or partnership. In that case, you may be able to pitch a story.

It could be about how your company’s tech or services complement this development.

React quickly. Pitch a unique angle. But it must provide value to the journalist’s audience. 

Demonstrate you’re in touch with the games industry, and this will make it more likely that a journalist will notice you.

Also, predicting industry trends and making proactive pitches can position your company as a thought leader. 

If you see a new issue soon becoming a big focus, start working to get early coverage because coverage like this will establish your brand as a go-to expert.

Reason 4: Failing to build a relationship with the media 

As obvious as it may sound, having little or no relationship with the trade media isn’t enough. You need to develop genuine, long-term relationships with key journalists to succeed.

Media relations is a marathon, not a sprint. Sure, scoring a one-off media placement is valuable if you can do it. But, the real power comes from becoming a trusted source.

This takes time for an influential journalist. By nurturing these connections, you can unlock many benefits, and this goes beyond placing individual stories. 

Build these relationships, and journalists will be more likely to respond to your pitches. They’ll even provide feedback on story ideas. They may also come to you proactively when they need an expert source or new angle to cover.

So, how do you go about building these meaningful relationships? Consider the following tactics:

Provide Value-Added Content. 

Position yourself as a helpful industry resource. Don’t pitch story ideas. Share relevant research or data. Share insights you know would be valuable to the journalist’s audience. Share them even if they don’t promote your business. This earns you goodwill and keeps you top-of-mind.

Be Responsive and Accessible

Respond promptly and eagerly when a journalist reaches out. Give complete answers to their questions. Be willing to connect them with experts from your team. The more you can make their job easier, the more likely they’ll return to you.

Understand what journalists and trade pubs like and don’t like

A great example of this is Gamesindustry.biz, which refuses to cover blockchain pitches. So, if you’ve got a Web3 game, you’ll know not to bother with that particular outlet.  

Offer Exclusive Access

Journalists love feeling like they’re getting the inside scoop, so consider giving them exclusive interviews with your top team. Also, give them early access to new product announcements or custom data reports. This makes them feel special and incentivises them to keep turning to you as a trusted source.

Engage on Social Media

Platforms like X and LinkedIn provide a great way to connect with journalists. It’s more casual and conversational. Follow their accounts. Engage with their content and build up rapport outside formal pitching.

Reason 5: Your content is too self-promotional

This is a massive no-no in all our B2B marketing. At all times, you need to avoid content that’s too self-promotional.

Don’t write about your company when creating content at its most basic level. Don’t ever mention it unless you’re referring to a piece of research you conducted and it’s of genuine benefit to the reader (like I’ve done in this blog post) 

Your pitches and content must be insightful. They must also be engaging and valuable to the journalist and their audience. 

Purely promotional content is unlikely to get coverage and needs more substance and creativity.

Today, journalists face colossal pressure. They must meet deadlines, hit targets, and make content that informs and entertains. If your pitch doesn’t align with their needs and priorities, they’ll likely ignore it.

The line between news and ads can blur. However, journalists easily recognise when a story aims to boost a brand’s image instead of providing real value.

Put yourself in the shoes of the media professionals you’re trying to reach. What kind of stories are they looking for? What type of content do their readers engage with? How can you craft a pitch that serves the journalist’s needs, not just your own?

Even better – ask the journalists about the stories they want.

Understanding their priorities and pain points can help you tailor your approach. It can also increase your chances of securing valuable media coverage.

Remember, journalists aren’t simply looking for press releases or product announcements.

They want to tell stories that inform, educate, and inspire their audience. Your job is to find the news angles and insights. These will make their jobs easier and boost your brand.

Reason 6: Poor quality pitching

Effective media pitching is vital for successful B2B games PR. Even if you have a good story to share, bad pitches can cause journalists to overlook it.

Common pitfalls include:

  • Poorly written or generic pitches that fail to grab the journalist’s attention
  • Pitches that are irrelevant to the journalist’s coverage area or audience
  • Pitches that are not correctly targeted to the right media outlets and contacts
  • Forgetting to include essential assets like images, data, or background information
  • Pitches that bury the key points and don’t get straight to the heart of the story

Making even one of these missteps can give a journalist an easy excuse to dismiss your pitch. They’ll move on to the next one in their crowded inbox.

The key is approaching media pitching with the same care as the content.

Treat each journalist like a VIP. Take the time to understand their interests and coverage areas. 

Craft pitches that are concise, compelling, and tailored to their needs.

Some best practices include:

  • Offering exclusives to select journalists to make them feel special
  • Referencing the journalist’s previous work to show you’ve done your research
  • Keeping the pitch focused and avoiding corporate jargon or buzzwords
  • Including only the most essential information and data points
  • Providing high-quality assets like images, infographics, or video in the formats they prefer

Additionally, take the time to research your competitors’ media coverage. Look at the angles, data points, and visuals they’ve used well. Use them to inform your pitching approach.

Improving your media pitching will boost your chances of breaking through the noise. This will help you secure valuable B2B media coverage.

In Summary

You need to shift your mindset when approaching B2B PR and securing media coverage in the games industry. If you’re too deep in your company’s day-to-day business, you can often develop a skewed view of what is newsworthy.

The best way is to take a step back. Breathe and think strategically about your media outreach.

It’s no longer just about sending generic pitches to a long contacts list. It’s about thoughtful matchmaking and timing.

The first step is to understand the pressures and priorities of journalists and editors. What types of stories are they looking for? What tone and format do they prefer? How can you craft pitches that make their jobs easier, not harder?

Once you’ve done that groundwork, you can focus on building a solid list of media contacts. Then, pitch to them in a way that resonates. 

Most importantly, share things that educate and inform, backed by unique data and insight. 

So that’s it. The key to getting valuable B2B games media coverage is to research, personalise, and time your pitches.

It’s not about quantity – it’s about quality.