What does a game communications agency do?

2024 is shaping up to be a monumental year for video games; with more than 14k games launching on Steam last year alone, it’s exponentially more difficult than ever to stand out from the pack. Every year there are countless games with incredible stories, interesting gameplay and great visuals, go unnoticed. Too often this is because of lackluster promotion … or no promotion at all. 

But what exactly does an agency do? And how can they help sell your game?

1: Public Relations

A comms agency will promote your game through a variety of methods. Fundamentals include building plans/timelines leading to launch, drafting/distributing media announcements, pitching stories, booking media tours, event support … the list goes on. More importantly, a solid PR agency team will connect you with the right people and give honest feedback on how to best position your game given the current landscape. Different agencies have different strengths, so you’ll want to spend time vetting different teams and finally choose one that aligns with your goals, workstyle, and personality.

2: Marketing

Marketing and public relations work hand in hand. This is why it’s crucial to find an agency that also understands marketing, from creative services and advertising, to partnerships and platform optimization. Competitor research, brand identity, and identifying target customers are also essential functions of a good marketing team. Where PR leads the way on messaging, marketing is the follow up of how that message is communicated through a variety of channels.

3: Influencer Partnerships

Influencer campaigns have increasingly become a key component in promoting games. Creators on Twitch, YouTube, TikTok and other emerging platforms wield significant power in shaping opinions and driving consumer behavior due to their direct access to gamers. An agency influencer team identifies the right creators and converts them into ambassadors for your product. By providing influencers with early access to games, exclusive content, or behind-the-scenes insights, the agency aims to secure positive coverage and reviews. This not only helps in reaching a wider audience but also adds an element of authenticity to the promotional efforts.