production of The Lord of the Rings last summer. It’s just won multiple awards and it was a surreal few weeks for sure.
Ravi Vijh: A recent highlight was the launch of Tekken 8 (The Anthem) by the godfather of UK grime, D Double E. Away from our team, I really enjoyed the Xbox and Football Manager Bromley FC Tactician campaign. As a big fan of the FM series myself, the campaign played on my (fanciful) belief that my ability in Football Manager would directly transfer to the real world of football.
Anita Wong: Obviously Indigo Pearl doesn’t believe in taking things slow, because we kicked 2024 off by launching Like A Dragon: Infinite Wealth in January! It’s been a joy to see that campaign come together, and I’m really happy to see how well it’s been received.
Q.
What’s been the biggest comms faux pas and what should’ve been done to avoid it?
Alex Verrey: There have been some howlers this year for sure. It always amazes me how industry behemoths continue to make such incredible mistakes when it comes to communication. They’re big enough and experienced to know better, but so many fall down when it comes to communicating news, especially when it’s sensitive information they know the community will react poorly to.
Danielle Woodyatt: With any announcement, it’s so
Rana Rahman: In November 2023, Raptor PR launched one of its signature B2B data- driven campaigns, this time for SuperScale, a mobile games growth engine (series A startup). We interviewed 500 mobile developers across the UK and US and discovered the ‘mortality rate’ of mobile game development: 83% of launched games die within three years, and 43% of games are killed in development before they launch. The ‘Good Games Don’t Die’ campaign smashed expectations and generated both business and rare consumer gaming media coverage, reaching over 195m people in over 20 countries. We used the data from the survey to write a whitepaper which fed SuperScale’s hungry lead generation machine, resulting in a significant amount of tier 1 leads from day one. Whoever said PR was soft?!
Unity Blog
Unity plan pricing and packaging updates
Unity By Technologies
September 12, 2023 in News | 9 min. read
Topics covered Company announcement Unity Plus Unity Pro An open letter to our community Could’ve been worse
important to have your finger on the pulse with your audience. In Unity’s case, they clearly missed the mark, which resulted in lots of backpedalling. Not good from a comms perspective. It’s OK to get things wrong, but when it affects the relationship and trust you’ve painstakingly built with your community, it can be difficult to recover from. Know your audience and have an open dialogue with them. Your comms success depends on it.
“A glaring lack of transparency was a common theme of most comms
blunders in 2023” Anita Wong, Indigo Pearl
16 | MCV/DEVELOP February/March 2024
Rana Rahman: Effective and responsive damage limitation was not present in the first few days of the Unity Runtime Fee shitstorm. It was a painful car crash unfolding in slow motion. Unity was utterly ripped to shreds across social media, as well as both consumer and business media, damaging a huge amount of trust and goodwill which it had accumulated over the years.
Although not wholly tone-deaf, they
responded with an overly defensive posture across multiple channels, and the open letter
Ravi Vijh: From the outside, it felt there were no communications experts involved in discussing how the initial announcement would be received by the community,
or wider industry. When it comes to business altering decisions, comms really must have a seat at the table. [Also,] there was a distinct lack of crisis comms planning. In the run up to an announcement like this, PR should be building out a risk register, mapping out the potential issues and developing plans around them, so a team can act and react quickly and calmly.
Alex Verrey: The Unity incident was sadly a textbook example of not only how not to communicate, but also on the perils of making rash business decisions. With Unity, we should not forget that the comms angle was only part of the equation, the bigger issue lied in the changes they attempted to force through without properly engaging with developers. The whole thing unravelled almost instantly and it’s a cautionary tale on how not to make such a seismic change to your business model without properly engaging with your customers and your community.
Editor Unity Enterprise
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arrived pretty late in the day, after a lot of damage had been done. A longer consultation process would have been a no-brainer to gauge the sentiment about the Runtime Fee, which would have informed the communications unit to have standby communications strategies, such as appropriate holding statements ready.
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