Despite the enormity of the task, performing media relations for the launch of a AAA videogame is an exciting privilege. This past month, we found ourselves coordinating and juggling hundreds of review and interview requests for Remedy Entertainment’s Control amid helping publisher 505 Games build a solid schedule of PAX West media and influencer requests for Indivisible and Journey to the Savage Planet. We frequently find ourselves in this position as a PR agency. It can be tough, but we have the tools and experience to handle it.
Media couldn’t wait to get their hands on Indivisible’s hand-drawn RPG actionand Journey to the Savage Planet’s comedic sci-fi romp through a hostile alien world. In other words, we filled our schedule – fast! It was all part of the plan because with Control’s launch fast approaching during the week to the event, we certainly appreciated not having to chase down PAX media.
As PAX West drew closer, however, 505 Games also expressed interest in having us assist with influencer pitching. Luckily, this sort of request is right in our wheelhouse and we distributed a restructured, focused pitch out to top influencer picks almost immediately. Within the final days leading to PAX, we booked appointments with several excellent streamers across YouTube, Twitch, and Mixer. Our solidly packed schedule became even more solid and packed!
While all this was unfolding, we were responding to seemingly everyone in gaming media – no, seriously, it was basically everyone – to coordinate early hands-on time for Control. In the process of writing reviews, our contacts had countless questions about the game – all of which were directed towards us. It was quite the workload, but since we had early access to Control, we already knew the ins-and-outs and were able to handle media inquiries in an efficient manner.
Everything was going swimmingly until, due to unforeseen circumstances, some of Remedy’s staff were unable to travel to Seattle. 505 Games turned to us and asked if we could staff the Control consumer demos within the Discord booth. Of course, we could, even though Control was launching in just a few days and we were knee deep in hundreds (yes…hundreds!) of requests from media.
In the middle of Control’s launch, we packed our bags and headed to Seattle for PAX West! 505 Games pulled out all the stops for its booth and the Control demos at Discord’s booth were major crowd-pleasers – we’re talking state-of-the-art PCs and high-res monitors that caught the eyes of almost every consumer walking by. Everything at PAX West went according to plan.
Back in Los Angeles we were still hard at work handling Control’s launch efforts. This meant press correspondence, code distribution, coverage tracking, and setting up countless feature opportunities with top-tier media. It was A LOT of work, but we got it done and feel pretty damn proud of it all.
And to put the proverbial cherry on top, we found ourselves showered in positive media and influencer attention for all titles – there’s really nothing a team of fanatic gamer PR people enjoy more!
Check out some of media’s impressions from PAX West below, and you can read more Control’s launch here.
It’s already been an insane year with 505 Games between launching Bloodstained and Control while attending nearly every major North American gaming show, but it doesn’t end there. Keep your eyes out for more insight into our Indivisible launch on October 8.