How Reverb Helped Drive Early Momentum for PLAYERUNKNOWN’S BATTLEGROUNDS

Intro

Before PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG) became one of the most recognizable names in games, Reverb Communications developed and executed a comprehensive communications campaign during the game’s Alpha phase.

The campaign combined PR, influencer relations, executive media training, event management, and esports promotion to help PUBG build credibility with press, creators, and highly engaged gaming audiences as it moved into Early Access and beyond.

The Challenge

PUBG was entering the market with strong potential, but it needed more than broad awareness. The campaign had to reach the people most likely to understand, cover, stream, and amplify the game early.

That meant building authentic momentum among passionate editors, Twitch streamers, YouTube creators, esports audiences, and platform partners while also preparing the game’s leadership for high-profile media and industry moments.

Reverb’s Approach

Reverb developed and executed a communications strategy that started during PUBG’s Alpha and continued through major launch, platform, event, and esports milestones.

The campaign focused on three key areas:

Targeted media relations
Rather than chasing broad coverage alone, Reverb focused on passionate editors who were most likely to understand PUBG’s appeal. This included delivering news and new content to priority media first, including PC Gamer.

Influencer and creator outreach
Reverb’s influencer relations strategy focused on mid-tier Twitch streamers and YouTube creators with roughly 50,000 to 100,000 followers. Their support helped create a groundswell of interest as PUBG moved through Alpha and into Early Access.

Event and executive communications
Reverb managed media opportunities for Brendan Greene and the Bluehole executive team during PUBG’s Xbox Exclusive announcement at E3 2017. Reverb also conducted media and presentation training with Greene, preparing him for high-profile interviews, the Xbox E3 press conference, and multiple panel presentations.

The Results

Reverb’s campaign helped PUBG build momentum across press, creator, event, and esports audiences.

Press activity included a PC Gamer cover story that unveiled the highly-anticipated desert map, as well as coverage highlights from outlets and platforms including PC Gamer, IGN, Rolling Stone, The Wall Street Journal, Microsoft’s E3 2017 press conference, and the PC Gaming Show.

On the creator side, Reverb planned and managed the PUBG E3 mixer, hosting more than 250 Twitch and YouTube content creators.

As PUBG expanded into competitive play, Reverb helped found PUBG’s esports initiative by providing PR execution and promotional cooperation with ESL and PUBG Corp. for a successful charity event. Reverb also provided logistical and promotional support for the PUBG Gamescom Invitational, which featured 64 top influencers from around the world.

PUBG was also featured at Intel Extreme Masters, with Reverb coordinating promotional activities with Intel and securing multiple interviews during the event.

Key Highlights

• Developed and executed a comprehensive communications campaign beginning during PUBG’s Alpha
• Managed first-party advisement, media relations, and influencer relations
• Focused influencer outreach on mid-tier Twitch streamers and YouTube creators with 50,000 to 100,000 followers
• Managed media opportunities for Brendan Greene and the Bluehole executive team during PUBG’s Xbox Exclusive announcement at E3 2017
• Planned and managed the PUBG E3 mixer, hosting more than 250 Twitch and YouTube creators
• Conducted media and presentation training for Brendan Greene ahead of high-profile interviews, the Xbox E3 press conference, and panel appearances
• Worked with PC Gamer on a cover story unveiling PUBG’s desert map
• Helped found PUBG’s esports initiative through PR execution and promotional cooperation with ESL and PUBG Corp.
• Provided logistical and promotional support for the PUBG Gamescom Invitational, featuring 64 top influencers from around the world
• Coordinated promotional activities with Intel and secured multiple interviews during Intel Extreme Masters

Why It Worked

The campaign worked because it prioritized the right audiences at the right moments.

Reverb did not rely on a single tactic. The campaign connected media relations, creator engagement, executive visibility, event execution, and esports promotion into one coordinated communications effort.

By focusing on passionate editors, relevant mid-tier creators, high-profile industry moments, and competitive gaming opportunities, Reverb helped PUBG earn credibility among the audiences most likely to cover, stream, and play the game.

That combination of targeted outreach and strong execution helped PUBG build meaningful momentum from Alpha through Early Access, E3, and its expansion into esports.

Need Support For Your Launch?

Launching a game takes more than visibility. It takes the right story, the right audiences, and the right execution at the right time.

If your studio or publishing team is preparing for an upcoming launch, platform announcement, creator campaign, or major industry moment, Reverb can help build a communications strategy designed to earn attention and create momentum.

Connect with Reverb to discuss your next launch campaign.