I got asked how I pick launch dates, so here's a quick overview thread of JUST TIMING factors to consider when trying to get coverage (press, streamers, etc) of your indie game, trailer, whatever:

1 - Basics: Don't launch the same day (or ideally week) that a giant title launches https://www.gameinformer.com/b/news/archive/2017/11/09/2018-video-game-release-schedule.aspx -- Even if it's a 100% different audience, AAA 80-hour games exhaust press and they need time to recover.

2 - Workdays: Emails are most likely to be read on Tuesday, Wednesday, & Thursday.
3 - Events: Avoid sending during or just before or after big press events (E3, PAXes, Gamescom)

4 - Embargo Buffer: Give 1-2 weeks warning if they need to write/record something new (review, interview, etc), and 3-5 days if they can basically copy/paste a video link. There's bureaucracy for many of these, with editors, approvals, etc.

4.5 - Basics II: Double-check that your press-email date is ALSO not on a big AAA 80-hour game launch day. It will have trends or controversies to report on, probably, even if press are done reviewing it.

5 - Why Embargo?: It's not you being arrogant, it's polite! Allows them to be timely in coverage without rushing to get it out ASAP. Be sure to include a time of day (I tend to use 10am EST, which is within both North American & European worktimes).

6 - Newsworthiness:
Game release > game announce/reveal > crowdfund succeeds (a lot?) > new trailer > crowdfund launches

If your crowdfund isn't getting attn before launch, probably gotta wait till you hit 100%+ and try again. People love success :( sorry :(

7 - Timeliness: It's harder to get coverage for something far in the future... the more immediate your game is, the more exciting it is to cover. So maybe don't announce a date at all, if it's forever away.

8 - Holidays: don't plan to email them or expect them to work on holidays! In the Western world that means over Christmas break (second half of December) and in the US, also the week of Thanksgiving (Nov 19-23 in 2018)

9 - Plan B: If SURPRISE! a truly huge news item occurs (like Iwata dies) the morning you intend to email press, and it's not E3 tomorrow, put off sending by a day. Take a breath.

10 - Competition: Maybe don't launch the same month as a game that is:
- in your genre/aesthetic/target audience
- but way better OR has tons more marketing
Even if it doesn't get THAT much coverage, it'll probably get more than yours, during launch month.

OK that's all I got. Feel free to chime in the replies with any additional timing tips, or correct me if I'm wrong! (I did use 'press' to refer to all influencer types, sorry)