PRESS PLAY ON B2B PR SUCCESS


What are the most effective strategies for B2B PR in the games industry? Big Games Machine’s James Kaye has a few suggestions


C


onsumer-centric public relations has always been the dominant form of PR in the games industry. Yet, behind the hundreds of game releases,


there’s an army of B2B companies fundamental to game development and publishing that don’t really get talked about. As games become bigger and more technically demanding, the number and size of these companies are growing – from middleware and analytics platforms to cheat prevention and network providers – all wanting to target decision-makers in the industry. This means there’s a growing need for PR with a specific B2B focus. The tried and tested PR tactics that work for developers


and publishers rarely apply to companies offering services or specialist technologies. If you’re one of these and are considering engaging in B2B PR, here are a few things to help you plan for success.


James Kaye is the co-founder and director of Big Games Machine


START BY UNDERSTANDING HOW B2B IS DIFFERENT B2B PR and consumer PR are distinct forms of public relations with different objectives and strategies. While consumer PR focuses on building brand awareness and consumer loyalty (one-to-many), B2B PR is geared towards building relationships with industry professionals and decision-makers (one-to-one). B2B PR strategies are more targeted, focusing on trade publications and industry events to reach specific audiences. B2B PR often involves more technical language and messaging for a more knowledgeable and specialised


October/November 2023 MCV/DEVELOP | 41


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