How to get marketing support for your game from Nintendo, PlayStation and Xbox?

21/05/2025
|In Treasure Trove
|By Robby Bisschop

So you’re releasing a multiplatform game and after having mastered the medieval-looking back-end of Steam, you are now ready to get your game on one or multiple console platforms and have them assist you with the marketing. Should be a piece of cake, right? Well, it depends on the platform…

I’ll be focusing mostly on getting support for your trailer on the Xbox, Nintendo and PlayStation YouTube channels, and also some social media posts from them, if they are willing. Why you’d want this is obvious: to get more eyes on your game, from the biggest possible channels that reach your target audience.

First, you’ll need to have started the process of even becoming a recognised developer in their systems, but that’s an entirely different topic and one I’m not fit to write anything about. Typically, it’s the developer’s or publisher’s task to submit any marketing materials to these platforms, but they aren’t very transparent on how to get support or even what kind of support you can count on. I hope to ease the pain somewhat with this article.

Easier navigation:

Make a trailer they’ll approve

First of all, you’ll need to have a trailer they approve of, my advice is to check Derek Lieu’s website for this: https://gametrailerspecs.com.

He’s the expert and details for each platform (and region!) what they might trip over and what they find important.

Some general feedback of ours: make DEDICATED trailers for each platform. This means using their intro (and outtro) clip, keeping in mind where they put visual info as overlays, and very importantly: do not mention the “competition”. You should not only avoid showing the other console platform logos in the Call To Action at the end of your trailer, but if you’re using quotes from the press, you should also avoid using ones from platform-specific outlets. Nintendo will not approve your trailer if there is a quote from PC Gamer, PlayStation won’t let a quote from NintendoLife slip by, etc…

Submitting for Xbox Support

Send an email to IDMarketing@microsoft.com to get things started and make it clear that you’d like to receive some marketing support, they should email back with the options they have available:

Leading up to launch, they can support you with any of the following:

  • Social media support: Native post from @ID_Xbox Twitter and/or @ID_Xbox Instagram. You can use THIS FORM to request this.
  • YouTube Shorts & Instagram Reel. If you’re interested in creating an Instagram Reel just let them know by email and they’ll send the submission guidelines.  
  • In addition, if you’re planning any net new trailers for sneak peaks, gameplay, dev dives, etc. they will support you if the timing allows it, just send an email

NOTE: “Net New” means that “competing” platforms have not posted it longer than 48 hours before asking support from Xbox.

At launch, here’s a quick breakdown of the launch day activities Xbox provides as automatic support for all titles in the ID@Xbox program. They don’t need any additional materials from you for these:

  • Social Media post on @ID_Xbox Twitter/X
  • Xbox Wire “Next Week on Xbox” post (example) – news aggregator with outreach to additional press;
  • Xbox Dash placement – prime real estate in the New Release section on the console dashboard

In addition, they can also offer the following options if there is availability to do so:

  • Twitter/X – Retweet / Quote Tweet of your own native post. As well as leaving a like and a comment on your post. (note: posts cannot feature competing platform information)
  • Instagram Post – Shared to the ID@Xbox Instagram Story. As well as leaving a like and comment on your post.
  • Host a trailer on the ID@Xbox YouTube channel
    • The trailer must be net new (not live on other channels for more than 48 hours)
    • Launch trailers are the most likely to be supported.
    • Submit the trailer materials in advance, preferably 2 weeks before the requested embargo.
  • An Xbox Wire post
  • YouTube Shorts & Instagram Reel – A native post on our YouTube shorts section.
  • Stream opportunities on Twitch & YouTube
  • Tuesdays & Fridays only: Developer Interview.

Here is an example of a Trailer of ours that got approved by ID@xbox:

To recap: If you’re interested in any marketing support, let them know via email what dates you would like to run them, and they’ll see if there’s availability. They reply and ask this back, all by email:

  • A trailer with appropriate formatting (see gametrailerspecs.com )
  • A form (video sync sheet) providing basic information like title, description, tags and embargo info
  • A thumbnail image
  • A subtitle file

Once they have received and reviewed the materials, they’ll provide feedback and/or confirm the go-live date, although things may change right up to the announce timing depending on various factors.

Submitting for PlayStation Support

Again, you’re going to want to start with having a trailer they’ll approve and Derek Lieu’s article above is a great starting point, but here is a more detailed breakdown specifically for PlayStation’ guidelines: sie.ent.box.com/v/youtubeguidelines

To ensure your content is considered for potential promotion, you’ll have to submit your requests no later than: 72 business hours before embargo for Social Media or YouTube and 20 business days (~1 month) before embargo for the official PlayStation blog.

They typically accept new title announcements, release date or “out now” announcements, as well as major gameplay reveals and new content drops. All of this can be submitted via THIS FORM.
After your form is successfully submitted, you will be contacted by someone from Sony by email to confirm the status of your request.

To list some of the support they can provide:

  • Trailers & social media shares: you need to ask them by email or via their form
  • PlayStation Indie Days blog: they reach out to you
  • Visibility in Indies Store Grid: hand-curated by Sony
  • Visibility in Monthly picks: hand-picked, mix of AAA & indies
  • PS+ inclusion: usually 12 months after release, sometimes at release. They reach out to devs, not the other way around.

To increase your chances at being picked for any of the above:

  • Your game should have high visual quality, unique mechanics & features
  • it helps if it debuts on PS5 (or same day on PS5 & PC)
  • Have your game make use the DualSense’s unique features
  • Localise in the biggest languages.

Media Support examples:

Bonus Question: Is making a PS4 version still worth it?
Short answer: NO, they’re dropping support gradually. 30-40% of PS players still have a PS4, but they only play the same 5 games on it (I bet you can guess which… they aren’t indies…) Speaking of which, there are 2.5x times as many active “indie” players on PS5 than on PS4.

Submitting for Nintendo Support

This one is the trickiest by far. Not only is Nintendo the most strict in their trailer approval, but you need to get it approved multiple times and for each region separately. It first begins with providing your trailers via the Nintendo Developer Portal, one for each main region: Europe, North America and Japan. After they give the approval, you’ll need to email Nintendo of America: thirdpartypublisher@noa.nintendo.com and Nintendo of Europe: marketing_publisher@nintendo.de separately, 5 to 10 business days before your marketing beat. (for completionist sake, here is the Japan contact: contact_publish@nintendo.co.jp , but you should first translate your message to them in Japanese)

You’ll get a document that is slightly different for each one (HERE is the Nintendo of America one), and you’ll need to provide the NCMS link in it, which is basically the link to your trailer, that has already received brand approval via the Nintendo Developer Portal. As well as when you want to send out, what you want to communicate about and provide some other info that is useful to them. They’ll email back and ask for clarification if they have trouble with anything.

The annoying thing here is that any revision they ask, could set you back a few days again and you’ll have to possibly postpone your announcement or press release. So make sure to follow the guidelines from Derek Lieu’s article and the specific ones Nintendo might share with you.

Example, did you know Nintendo is specific about the type of Call To Action that you’re allowed to use in your trailers and promotional material?

Here is an example of a Trailer of ours that got approved by Nintendo:

NOTE: also pay close attention to the position of the Nintendo logo in the thumbnail; they use the upper right corner so keep that empty and don’t put your title of important characters there.

Also of note, NOA will support Announcements, Release Date Announcements and Out Now trailers, but NOE seems to only accept Out Now-type trailers!

So, to recap:

  1. Make a trailer, thumbnail & other assets that are likely to get brand approval
  2. Submit your marketing materials on the Nintendo Developer Portal for approval
  3. Fill in the Media Support Document (NOA template)
  4. Contact Nintendo of America: thirdpartypublisher@noa.nintendo.com and Nintendo of Europe: marketing_publisher@nintendo.de by email separately, 5 to 10 business days before your marketing beat.
  5. Wait for feedback and further instructions, repeat steps 1-5 as needed 😀

BONUS: In the same effort as requesting support for your Trailer on their YouTube, they will likely also suggest posting about your game on their Twitter/X dedicated to indies: @IndieWorldNA
Example Tweet, for Ruffy and the Riverside!

Conclusion: This wasn’t the most entertaining read, I’m sure, but I hope it was informative. Getting your trailer & other marketing support requests approved by the console platforms is sadly a lot of hard work and will likely result in a few frustrations on your end, but you’ll have to power through it to give your game the best shot at success!

If you’re a dev reading this and you have insights of your own to share, or I’ve made a glaring mistake, let me know. I only made this article to help shed some light on a process that is far too obscure to figure out on your own. Most of the indie clients I’ve worked with at Pirate PR had no idea about most of these processes, so I’m trying to keep this single-page article updated with new, live information as I learn more.

Did we forget something obvious, or do you have insights to share?
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