Q.
Events aside, how else did the PR landscape change during 2022?
Natalie Bahbout, Swipe Right: During the pandemic we were building relationships purely digitally and working more flexibly which lowered geographical barriers and meant we were able to expand our network to new and hard-to-reach territories, and this has continued as the world has opened back up. This is especially important for smaller brands and indie publishers as it can offer more international exposure without the need for multiple local agencies.
Alex Verrey, Embracer Freemode: PR rarely stands still; it’s always evolving and 2022 was no exception. The pandemic accelerated change within our industry and some of these changes will remain permanent for sure. People continue working from home or via a hybrid model and that includes those in the media, meaning that digital meetings, demos and presentations have become more commonplace.
Julia Herd, Five in a Boat: I have seen a lot more people start agencies this year than ever before. Former peers and colleagues who have previously been wedded to big PR corps are either becoming sole traders or launching their own companies. This started prior to 2022 but the appetite for a greater sense of ownership, accountability and being more in control of your own destiny continues. In parallel, more and more agencies are using SaaS-based solutions to provide digital offerings to clients. I am on the fence about this one as, whilst this approach can often make for more cost effective servicing, personalisation takes the hit, which in my opinion undermines what PR is all about.
Mike Hendrixen, Vertigo 6: One significant change that PR is currently going through is the maturing influencer landscape and the drop
of traditional games media being consumed by youngsters. Another change that PR experienced this year is that the industry has started shifting back to launch events. Overall, PR is going through significant changes as it adapts to the digital age and the increasing importance of authenticity and transparency. These changes are likely to continue in 2023 as the field evolves to meet the changing needs and expectations of stakeholders.
Stefano Petrullo, Renaissance: I have always been optimistic about quality journalism but, between the pandemic and now the rise in inflation, I see the traditional media landscape getting smaller and smaller and more SEO oriented. This is not good for anyone and my sympathy goes to all the people that lost a job in 2022 despite being great journalists.
James Kaye, Big Games Machine: We’ve seen an increasing amount of B2B PR work coming in, which is a much-ignored aspect of the industry that has traditionally been very consumer-focused. We expect this to be a significant growth area moving forward and has to be met with an entirely different approach to what most other games PR agencies will be used to.
Rana Rahman, Raptor PR: The comms industry has been going through a transition over the last decade, as it’s been an industry pretty much devoid of diversity. Things seem to be changing, with a few welcome initiatives from organisations such as the CIPR and PRCA. Also, historically, interns have been the slave labour force in the comms industry, where only the privileged can actually afford to intern. There has been a welcome initiative from the PRCA last year, with a charter to ensure interns are paid a fair wage, and end the practice of unpaid internships.
“B2B PR is a much-ignored aspect of the industry that has traditionally been very consumer-focused. We expect this to be a
significant growth area moving forward.” James Kaye
Big Games Machine 40 | MCV/DEVELOP January 2023
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