THE RENAISSANCE MAN


Communication is more than the sum of its parts. So says Renaissance PR Founder, Stefano Petrullo


F


or years, showcases have been treated as the magic bullet for game visibility. Yet in today’s market, where digital events, festivals and announcement opportunities have become increasingly crowded, simply appearing in a showcase is no longer enough. Visibility is harder to earn, audiences are more fragmented, and competition for attention has never been fiercer. Whether it’s a major showcase, Steam Next Fest, a live event or a trailer launch, approaching these opportunities in isolation is rarely effective anymore. A single beat can still generate success — luck will always play a role in this industry — but relying on one moment alone is no longer a sustainable communication strategy. Over the last decade, we have tested and


refined countless approaches to understand what genuinely drives visibility and engagement. One thing has become consistently clear: communication is not the sum of individual activities, but the amplification created when every element works together.


istently clear:


A showcase announcement supported by creators, media previews, community


nt


activation, first-party engagement and long-term planning performs significantly better than any one of those elements alone. Coordinated activity can dramatically increase coverage, streams, wishlists and platform visibility because every channel reinforces the others. This is particularly important when working with first parties. Platform holders are incredibly supportive partners, but one of the biggest misconceptions in games marketing is the belief that they will do all the heavy lifting on their own. They can and I saw it doing with exceptional results but…


tdl t 26 | MCV/DEVELOP May/June 2026


The reality is that developers need a clear communication plan, strong positioning and a defined message before those conversations begin. In our experience, when developers approach first-parties with a coherent long-term strategy, the response is often far stronger. Once platform holders understand the wider campaign, they frequently come back with additional ideas, opportunities and support that further amplify the project’s visibility. This is valid for indie, AA, AAA and so on. The same principle applies to showcases.


There are now so many available that developers must be far more selective about where they invest their time and resources (and please, do not try to do ALL of them as is generally an overkill, 2 or 3 max in a year should be solid). The question should not simply be “How big is the showcase?”


but rather “Is this the right audience for the game?” Too often, developers focus exclusively


on YouTube view counts while overlooking the wider ecosystem around an event. Audience segmentation matters more now than ever. Co-streamers, social reach, creator engagement and community overlap can all be more valuable indicators than headline numbers alone. Not every showcase reaches the right audience for a niche title, and not every event gives independent games the visibility they deserve.


Successful communication in 2026 will not


come from putting all your eggs in one basket. Instead, it requires a coordinated ecosystem where every channel supports the others. Media helps define the message. Creators amplify it. Mainstream coverage validates it. Community sustains it. Showcases, awards and first-party partnerships then elevate those beats further, creating a consistent 360-degree campaign that maintains momentum over time. A beautifully produced trailer alone is no longer enough in an industry where thousands


of games compete for visibility every month. Strong creative remains essential, but high- level strategic planning has become equally important. Developers must create the best possible conditions for media, creators, audiences and platform holders to engage with their game simultaneously. Ultimately, communication today is about


orchestration. The campaigns that succeed are not necessarily the loudest, but the ones where every moving part works together to create momentum greater than any individual announcement could achieve alone.


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