VGPR #007: Didn't I?

gamescom winners, creative new event formats, media updates, and PR jobs

Sep 09, 2020

[Hi, I'm Lizzie Killian, founder at FIFTYcc PR. You're reading VGPR, a newsletter featuring interesting developments and topics impacting public relations in the video games industry. If you’re enjoying this newsletter, please consider subscribing or sharing with a friend or colleague. Send feedback, questions, and ideas to vgpr.insider@gmail.com, or drop me a note on Twitter.]

I’m back from relaxing, reflecting, and writing songs in the mountains like a weirdo. Note to self: if you bring a gaming laptop to “record music,” you WILL still play too many video games.

In this issue, gamescom’s most-watched trailers, unconventional ways to deliver gaming news, the final installment of From Media to PR, and more. But first, nothing like undoing your vacation chill with a scare:

andrew kaczynski🤔 @KFILE

I sometimes think of sending my editor or PR person a text with “hey do you think I should delete this tweet?” Followed by the three bubbles as a prank

katie honan @katie_honan

Does anything strike both fear and excitement like an “omg did you see this” text

gamescom!

Even without showing anything new, Cyberpunk 2077 continues to command attention taking five of the 26 gamescom 2020 awards.

The Most-Watched New gamescom Trailers (across YouTube)

LEGO Star Wars The Skywalker Saga - Official Gameplay Trailer
Fall Guys Season 2 - Official Sneak Peek Trailer
Call of Duty: Black Ops Cold War - Official Perseus Briefing Cinematic
Doom Eternal - The Ancient Gods, Part One Official Trailer
Little Nightmares II - Story Trailer (outside of Cyberpunk, the only game to win multiple awards at gamescom: “Best Presentation/Trailer” and “Best Nintendo Switch Game”)

Go Your Own Way

While gamescom is a well-established traditional expo powerhouse, the last few weeks have also seen organizations innovate around generating their own PR opportunities. Unusual approaches and formats for gaming events can amplify a story’s impact or even become a story in itself. Here are three examples that go from major corporations, to indie collectives, to some guys who just really like wholesome games.

Last week, NVIDIA held their GeForce RTX 30 Series Official Launch Event in CEO Jensen Huang’s kitchen. Turning COVID challenges into an opportunity to have some fun, he revealed the new RTX 3080 graphics card from right behind a vase full of spatulas. I’m not sure who needs that many spatulas, but his company is bigger than mine so what do I know?

There’s something magical about walking a convention show floor, both for the carnival-like booths and the chance encounters. My client Indie Arena Booth Online aimed to capture some of that magic by recreating traditional expo kiosks online, in a classic isometric style. The digital event space let visitors customize their avatars, chat with other visitors and developers, and of course play the game demos.
Wholesome Games became an indie game showcase most notable for, essentially, naming a vibe. Keying in on a sensibility he found across many of the games he was most excited about, co-founder Matthew Taylor started the @_wholesomegames Twitter account to catalog his favorites. That description resonated with a wider audience of developers and fans, eventually becoming a developer showcase for games that distinguished themselves from the often-bleak AAA franchises with wholesome feels.

From Media to PR, Part III

We’re closing out the From Media to PR series this week with two more PR pros’ answers to these questions:

What was the biggest surprise for you moving from media to PR?
What’s a piece of advice you’d give to someone in media thinking about a career in PR?

Respondent 1: A writer for a gaming blog ➡️ agency PR

Biggest Surprise?

Thinking I knew what the job would entail. I had an idea, for sure, but put into practice I learned a whole new appreciation for the art form of building up the presence of a game, publisher, or developer across the community, consumer, media, and influencer space. There's a ton of intricacy and planning involved I just never knew about.

Best Advice?

You need to come to this side with an open mind and be ready to learn. Accept that you'll be confused, you'll definitely serve up some misses, and that you'll be challenged but also that you'll come through it all in the end. PR is very much a customer service type industry, and by checking your ego at the door to always treat people with respect — even when they may not giving it to you at the start — you'll begin forging strong relationships and hopefully see great success.

Respondent 2: A games writer for a consumer publication ➡️ agency PR

Biggest Surprise?

How data entry heavy my days can be. Not a day goes by that I'm not creating or updating spreadsheets internally or for clients. I also spend a lot of time assisting in creating detailed reports to help clients understand the data we are providing them and how they can use the information moving forward. The turnaround for this information can be daunting when you first start out.

Best Advice?

Have patience and really take the time to understand this side of the industry. Reach out to the personal connections you've made and ask them how you can make the transition. Take opportunities that help you develop skills that are necessary to work in PR.