Q.
Hardware shortages persisted throughout 2021 and even impacted less processor-intensive hardware products. How did these issues affect you and do you see the issues abating with new hardware lining up this year (Steamdeck, PSVR2)?
Mario R. Kroll, UberStrategist: Several of our clients encountered component shortages and logistics challenges, meaning there were fewer products to send to editors for review. Given that even industry-leading manufacturers like Sony are still struggling to make more PS5 units (and is focusing on backfilling the pent-up demand with PS4 that are being made), I’m certain that there will still be difficulties around most entertainment hardware and accessories well into 2022. From a PR perspective, it means we had to be more targeted, more creative, and figure out new ways to let editors experience new hardware without necessarily shipping a review unit to everyone shortly before a global launch.
Julia Herd, Five in a Boat: As someone who formerly worked at AMD and HTC, hardware shortages are never fun. My view is that when problems like this arise, they act as a forcing function for companies to look at new ways of engaging audiences and of monetising their existing offerings. In terms of whether these issues will abate with new hardware is anyone’s guess. There will certainly be different options on the table – and 2022 could end up serving as an inflection point for the industry with companies like Facebook and Apple focusing on the metaverse and AR/VR - but whether gamers are willing to get on board with these options remains to be seen.
Dean Barrett, Bastion: Hardware shortages impact all of us, more hardware means more players obviously, but there’s not much point stressing about it, it’s not like they’re deliberately shorting the market.
Kirsty Endfield, Swipe Right: Beyond the global chip shortage affecting console productions, we found that mainly it’s been the increased interest around gaming that has led to stock shortages and products selling out so fast because the demand could never have been anticipated. As an example, one of our longest running clients Thrustmaster, who make sim racing wheels and peripherals, were completely inundated with orders as sim racing became the de facto way to take part in and enjoy motorsports during the height of the pandemic. As such their products have been selling out instantly meaning for our product launches, the shift has been directly on that pre-order window and day one on sale because past then we know the products are going to be sold out. Any additional PR activities, promotions or stunts run the risk of annoying customers who are desperate to get their hands on the amazing hardware and simply can’t.
Mike Hendrixen, Vertigo 6: Many of our customers had a hard time shipping products because of chip shortages and shipping delays. Many of them decided to focus less on conversion, but still invested in branding and awareness to stay in the mind of their customers. Supplies are still low, and they are still working on backorders. We do not expect these shortages to be solved in 2022 and will have to adapt accordingly.
Stu Taylor, Dead Good: The hardware shortages have not really impacted interest in PS5 or Xbox Series X content, as consumers still want to read (or see, if we’re talking video content) what are the new “must play” games, regardless of whether they are in a position to actually experience them for themselves.
“Many customers had a hard time shipping products because of chip shortages and shipping delays. Many of them still invested in branding and awareness to stay in the mind of
their customers” Mike Hendrixen Marketing and PR director, Vertigo 6
48 | MCV/DEVELOP February 2022
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