The games market in the US and Europe are changing rapidly, and recent developments like Early Access, Streamers/Youtubers, open development, summer sales and vastly increased numbers of game releases have completely transformed the variety and pillars of a modern PR planning. This talk aims to highlight the current challenges of PR campaigns in Western markets, and outlines what really matters when promoting your indie game in the West, including tips on platforms, stores, translations, how to find and pitch to press and influencers, and recommendations on assets, tools and rough timelines through the different stages of a campaign.