Computer game launches should always be based on a defined plan, and one of its most important elements is communication. It is through communication that players learn about the production, begin to take an interest in it, and create communities and so-called hype, which significantly increases sales. So how should computer game launches be communicated to make a significant impact among players?
Public Relations for new technologies – how to collaborate with IT journalists?
Key information:
- Communication to players related to the computer game launch should ideally begin before the planned release of the production
- It is crucial to build a group of engaged fans who will increase excitement related to the upcoming release
- Interactions on social media generate the greatest interest among fans
- It is worth focusing on platforms frequented by players, such as Twitch, YouTube, and Discord
- Materials and language derived from the game and player community are valuable
The specific language of players, unconventional channels like Twitch or Discord, and engaged fans who often know the product well are just a few of the many elements that make computer game launches different from ordinary communication. For this reason, PR activities in this area require unconventional ideas and steps covering not only the period directly related to the launch date. Communication should start even before the game’s release to create a community around the product and build so-called hype. It is also recommended to maintain PR efforts after the launch to sustain fan interest, reduce the impact of possible negative player opinions about the production, and quell potential crises related to the game. However, the duration of specific actions should be adapted to the needs and specifics of the client.
The impact of pre-release promotion on the success of the production
The period preceding the launch of a computer game is more important the less known the publisher and the studio’s previous productions are. In the case of popular titles and companies, the existing fans often already know about the upcoming release and anticipate it along with related cues, thus increasing the production’s publicity themselves. It is no coincidence that one of the most common ways Polish players learn about games is through friends and family.1. On the other hand, less popular productions coming from lesser-known studios and publishers require a bigger financial investment and longer time to build a community of players before the launch. However, engaging the target group before publication is important in both cases.
A group of fans is the greatest success
To gather and engage a group of fans eagerly awaiting the release of a new game, it is primarily important to ensure appropriate reach to them and maintain contact. It is worth using social media here. According to the “Condition of the Polish Gaming Industry 2020” study, Polish gamers are mostly aged 15-24. People in this age group are among the most active groups on social media2. Gamers themselves admit that it is precisely from this source that they most often gain knowledge3. A large role, especially in the case of this medium, is played by the possibility of interaction. On social media, gamers can react and comment, which makes communication two-way and further engages the audience.
It is also worth involving the game creators themselves in social media activities. This can be done, among others, by creating special profiles linked to the game, so that the interaction of such people with the audience will additionally build and maintain trust in the brand and fan engagement. This also offers an additional opportunity – game creators can participate in controlled leaks and campaigns via profiles, teasing mysteries related to the game and upcoming productions. This definitely increases fans’ excitement and encourages following the brand’s activities and associated individuals. This is perfectly illustrated by the Twitter profiles of The Sims creators, who often hint or suggest new additions to the series, causing a stir among the audience. This was most visible before the release of The Sims 4 StrangerVille expansion. At that time, all creators set their profile pictures to resemble possessed characters, except for one person whose avatar wore a colander on their head. Suspicious tweets, including messages that no one had caught them yet, were sent from that account. At the same time, sentences written in strange characters appeared on the official The Sims profile.
Profile picture on Twitter @SimGuruGraham before the release of The Sims 4 StrangerVille
Source: Twitter @SimGuruGraham before the release of The Sims 4 StrangerVille
In communication, besides social media, it is worth including traditional media, especially internet portals. They are the third most popular source of information about games4. Even before the premiere, press releases about team changes, beta versions, game announcements, and interviews with creators about progress and interesting production elements work very well.
Reach gamers by entering their world
It is also important not to forget that gamers spend more time on other platforms than usual target groups. Among them, Twitch and Discord are popular5, that’s why it’s especially valuable to carry out communication activities in these places. Minecraft, for example, uses this approach by having its own Discord where players have constant contact with the creators. It has about 800,000 members. Setting up such servers is also a good solution when starting to build a community of fans. We can see success in this case with the Paralives game, which, although not yet published, has already gathered nearly 77,000 followers on its Discord server following the developers’ activities.
Source: Discord Paralives
Players are a group characterized by extensive knowledge, especially regarding the productions they are interested in. At the same time, they are very sensitive to the content they receive, so communication must be very authentic and based on deep familiarity with the industry, the product, and player habits. For this reason, it is worth using the game world in communications, e.g., incorporating graphics and descriptions of characters, vehicles, and worlds. This is precisely how Turtle Rock Studios succeeded, presenting characters available in Back 4 Blood just before its release. Additionally, employing the specific language of players, especially related to a given universe, is a good practice. Such actions are used, among others, in communication with Assassin’s Creed players, often called Assassins, and The Sims, where players are referred to as Simmers. This technique emphasizes players’ identification as part of a group engaged in a particular world.
Engage others in computer game launches
Game launches are the busiest time for brand communication. At this moment, it’s worth actively working across all possible channels to reach players and involve additional entities in communication. Twitch should be used especially since most revenue generated by video game content comes from this platform.6. It is an ideal place to conduct, for example, a livestream showcasing the game at the exact moment of its release to accompany players through their first experiences in the created universe. Research also shows that using YouTube is a good solution in gaming communication.7. In this case, developers’ statements on popular gaming channels will be valuable, as well as encouraging influencers to start a series of episodes featuring gameplay and reviews. Besides YouTubers, it is also worth engaging other companies and organizations. Such actions were undertaken for the Cyberpunk release. Their scale and reach were so extensive that even people not interested in gaming could easily learn about the game, which was the result of cooperation with Adidas and Sprite.
Source: Wirtualnemedia.pl, Sprite presents a unique edition of cans and bottles inspired by the game Cyberpunk 2077
Communication should not end immediately after the launch. Subsequent information and actions can sustain player engagement, which will be valuable during future computer game launches and additional content. It is worth maintaining activities on social media and informing the media about updates, behind-the-scenes of the game, further actions by developers, as well as participating in industry events. Interest in the game can also be stimulated by subsequent projects related to the universe, such as creating special figures, board games, card games, and other collectible objects. Post-launch communication should also serve to counter potential crises that may become more prominent after the initial excitement wave related to the novelty subsides.
Summary
Effective communication targeted at players ensures success not only for the game itself but also for the entire studio and even the publisher. Players are a target group that appreciates contact and gladly spreads information about favorite productions and people related to them, additionally publicizing launches. Often, intrigued players remain with their favorite game for a longer time and follow the creators’ activities for years, hoping for the next product. This means that interactions with fans can largely translate into increased sales. However, one must not forget that due to such group engagement, crisis situations may repeatedly arise, for example, related to fans’ dissatisfaction with the studio’s actions or the direction of the production’s development. PR activities also help mitigate these kinds of problems.
If you are planning a computer game launch, considering maintaining constant contact with players, or would like to conduct more activities related to gaming communication, contact us!
___________________1 Krakow Technology Park, Condition of the Polish Gaming Industry 2020, https://polishgamers.com/wp-content/uploads/2021/01/Raport_2021_long_20201222_web.pdf
2 Empemedia.pl, Internet and Social Media in Poland 2022, https://empemedia.pl/internet-i-social-media-w-polsce-2022-raport/
3 Krakow Technology Park, Condition of the Polish Gaming Industry 2020, https://polishgamers.com/wp-content/uploads/2021/01/Raport_2021_long_20201222_web.pdf
4 Ibid.
5 Ibid.
6 Ibid.
7 Ibid.
