Video Game Launch PR Timeline: 12 Weeks to Launch Day

A video game launch PR timeline runs about 12 weeks from announcement to launch day. The Steam page goes live first, press previews and a demo follow, review codes go out about two weeks before release, and creator keys go out in two waves. Valve requires a public Coming Soon page for at least two weeks before release, which makes the page the first fixed deadline.

Studios lose most of their launch momentum in weeks 12 to 9, before a single journalist has seen the game. Press attention cannot be scheduled around a store page that does not exist yet.

What are the fixed deadlines in a Steam launch?

Valve sets three fixed deadlines that every Steam launch timeline must respect. The first requirement is that a new product must have a Coming Soon page visible for at least two weeks before release, according to the Steamworks Coming Soon documentation.

The second requirement is the release date lock. Valve's Steamworks release documentation states that once the Coming Soon page is live and the release date falls within 14 days, the developer cannot change the date without contacting Valve directly. A studio that announces a date it cannot meet must make that postponement request to Valve staff.

The third requirement is the store page review. Valve asks developers to submit the page for review at least seven business days before the planned publish date. Developers should plan for two calendar weeks, because a rejected capsule image or a missing checklist item restarts the review process.

Valve documentation also notes that players who wishlist a game two years ahead are as likely to purchase it as players who wishlist two weeks ahead. That finding makes an early store page low-risk, because a wishlist collected in week 12 carries the same conversion value as one added in week 2.

What should happen in weeks 12 to 9 before launch?

Weeks 12 to 9 focus on securing Steam page approval, finishing the first gameplay trailer, and building the press kit. Core promotional activities depend on these three assets, and each asset requires early production decisions.

The press kit must hold the logo, key art, high-resolution screenshots, gameplay GIFs, the trailer, a fact sheet listing platforms and pricing, and dedicated media contact information. Studios must build this press kit before initial outreach, because journalists who wait multiple days for basic assets move on to other stories.

This early period is also the time to build media target lists. Identify 30 to 50 journalists and 40 to 60 creators who actively cover the specific genre, noting what each person reported about comparable titles. An analysis of Web3 and gaming tech press coverage demonstrates how technology outlets decide which development milestones qualify for editorial coverage.

Announce the game in week 12 as soon as the store page goes live, linking to the Steam page in every public post. Studios should announce the final release date by week 8, because the 14-day lock means any subsequent schedule change becomes visible to wishlisted players.

What should happen in weeks 8 to 5 before launch?

Weeks 8 to 5 focus on confirming the release date, distributing a playable demo, and running initial press previews. This period shifts the campaign message from upcoming release plans to hands-on gameplay impressions.

Publish a demo if the game demonstrates its core mechanics in under an hour. Teams must check Valve's Steam Next Fest schedule before committing to dates. Steam Page Analyzer, a third-party planning site, notes that registration for a Next Fest can close seven weeks before the event starts, meaning a team deciding in week 5 will miss the submission window.

Offer preview builds to journalists in week 6 or week 5 alongside developer interviews under an agreed embargo. A preview build does not require complete content, but it must showcase core differentiators while developers remain available for technical questions. Timing rules for structured coverage windows are detailed in the day-by-day embargo guide.

When should review codes go out?

Review codes should go out 10 to 14 days before release so reviewers have sufficient time to finish the title and write balanced assessments. A game requiring 15 hours to complete cannot be reviewed fairly over a single weekend, and rushed reviewers often cover only the opening sections.

Set the review embargo to lift at release time rather than ahead of public availability. Inform reviewers about planned day-one patches directly inside the email containing the key. If an update resolves bugs that a review would otherwise highlight, writers alerted post-publication must publish corrections that draw extra attention to those flaws.

Distribute all keys under a written embargo that states the exact lift date, time, and time zone. A review code sent without explicit embargo conditions functions as an uncontrolled early release.

How should creator seeding work in the last weeks?

Creator seeding should run in two distinct waves: an initial targeted wave three to four weeks out, followed by a broader distribution wave during the final two weeks. The first wave gives dedicated genre creators time to produce long-form content, while the second wave expands reach across general gaming channels as final code stabilizes.

Select first-wave creators based on community alignment rather than raw follower counts. A streamer with several thousand dedicated viewers who plays the genre weekly delivers better qualified visibility than a variety channel playing a single session. For campaign methods that translate core product features into broadcast moments, review these creative tech PR stunts.

Promotional compliance requires clear instructions inside developer correspondence. The Federal Trade Commission Endorsement Guides establish that providing a free game key creates a material connection that viewers must know when evaluating content. The official FTC Endorsement Guides FAQ confirms that disclosure applies to gifted software. Place explicit disclosure reminders inside the initial key delivery email.

What should the final week and launch day include?

The final week requires confirming all embargo parameters, preparing launch announcements, and ensuring studio staff can answer technical inquiries immediately upon release. Wishlisted players receive automated platform notifications when the title launches, making accurate pricing and build deployment vital.

• Confirm review and creator embargo dates and times in writing with every key recipient.

• Stage the release trailer, store page updates, and public social announcements for simultaneous publication.

• Assign a dedicated team member to answer incoming journalist and creator questions throughout launch day.

• Prepare a direct community post outlining the contents and fixes included in any day-one patch.

• Host a launch-day developer broadcast to give content creators and prospective buyers an active broadcast to watch, applying the production workflows outlined in these event management services.

What should happen after launch day?

The four weeks following launch focus on issuing game updates, maintaining player communications, and securing second-wave media coverage. Studios that stop public communication directly after launch day lose the reach generated during release week.

Publish an initial patch note during the first week detailing addressed issues and ongoing bug investigations. Follow up with journalists who covered the launch by sharing verified sales milestones or concurrent player numbers. In week four, pitch development post-mortems and content roadmap interviews to secure follow-up editorial features.

Frequently asked questions

How long before launch should a studio start PR?

A studio should start PR activities at least 12 weeks before release, beginning the moment the Steam store page goes live. Valve's two-week Coming Soon requirement represents a regulatory minimum, whereas gathering wishlist volume and media interest requires several months of preparation.

When should a studio announce its release date?

A studio should announce its release date by week 8 prior to launch. Once a launch date sits within 14 days of release, Valve's developer rules require studios to submit a manual support ticket to change the date.

How many review codes should a studio send?

A studio should send review codes to journalists and creators who cover the game's specific genre and agree in writing to the stated embargo. A vetted list of relevant writers delivers better critical attention than mass code distribution.

Do small teams need this much planning?

Small development teams must follow the same platform submission deadlines while coordinating with a smaller list of contacts. A solo developer can run this 12-week schedule with 15 focused journalists and 20 genre creators, provided the store page, media kit, and preview builds are completed on time.

Start planning with the platform submission requirements and count backward from the release window. If the Coming Soon page cannot pass Valve review 12 weeks before launch, delay the planned release date before making public announcements.