How to do Video Game PR

Promotional campaigns have transformed into a process of nurturing and engaging consumers.

Gone are the days when companies could simply target their audiences with ads, because these days, about 60% of consumers have negative reactions to the ads they come across.

Fortunately, there are plenty of other ways that companies can get their products out there and in front of the target audience. Some public relations strategies can help ensure that a video game company’s information reaches its consumers.

According to research, about 90% of consumers place their trust more in earned media compared to any other advertising methods companies are using.

These days, public relations can bring companies a lot of exposure because it can appeal to a practically endless number of gamers all over the Internet. However, the difference between success and failure for a PR campaign, and the game behind it, is the timing of the campaign.

To get the most out of a PR campaign, companies need to have a sound strategy. Just like with any other strategy, companies need to take a systematic approach that builds buzz around their games.

Public relations isn’t as simple as sending out an email to a select number of journalists, and then waiting for them to reply or to talk about the email in a news article.

Pitching

Most journalists prefer to receive pitches via email. When companies are crafting their email pitch, they should keep them short, but also provide all of the core facts about their game.

This is easily achieved by using bullet points to explain some of the core details about the game. If possible, companies should also include statistics in their pitch, and use a compelling subject line that will grab the attention of the journalists.

Every email should include stunning screenshots, visuals, or videos from the game, and each email should be personalized for every journalist or media outlet that the company reaches out to.

Digital Presence

Before utilizing any sort of public relations strategy or starting a campaign, a company should already be working to promote its game.

There are plenty of different ways that businesses can do this, such as by visiting gaming forums and sharing information, having discussions about the upcoming game, or using social media platforms to promote it.

Companies can even share small updates or details about the development processes happening behind the scenes and involving the people that are working on the game.

Another great way for companies to improve the accessibility and reach of their game is by attracting both consumers and media outlets at the same time. They can do this by creating dedicated spaces on platforms like Reddit, or Discord related to their games.

Incentives

One of the best ways that a company can grab the attention of the right media outlets is by using incentives. There are plenty of simple yet effective incentives, such as providing early access to journalists, giveaways, and revealing specific game locations that showcase its best features.

Some of the biggest gaming companies in the world also work with influencers on their PR and marketing campaigns to create attention-grabbing events such as tournaments.

As Co-CEO at 5W Public Relations, Dara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.