Russian Digital Space: Key Features of Video Game Public Relations
At what stage of game development is PR necessary? This is a common question posed by clients, and the answer is quite straightforward: PR is vital for a game at every stage of its lifespan. Whether it’s building anticipation before the launch, garnering coverage during the release period, reporting updates and bug fixes, or even seeking and engaging investors, PR enables you to accomplish all of these objectives.
Gaming PR entails establishing communication channels with journalists, bloggers, and other influencers, organizing press tours, creating special projects, distributing game keys, participating in gaming industry events, hosting your own events, and much more.
Digital Tools for Game PR in the Russian Market:
- Targeting Industrial Media: Gaming PR primarily involves engaging with the press and journalists to disseminate information about a game through industry publications. It’s important to compile a comprehensive list of such publications, starting with the most popular ones. Categorize the sites into three groups based on readership: those with over 1 million readers, those with 500 thousand to 1 million readers, and those with a monthly audience of fewer than 500 thousand readers. Begin by sending press releases to the outlets with the widest audience. If the response is not substantial, proceed to mass emails for the second group of outlets. Finally, distribute press releases to outlets with a smaller readership.
Why is this important? Prominent websites prioritize exclusivity and efficient information delivery. If an article has already been published in a lesser-known outlet, major media outlets are unlikely to repost it. This principle applies to all mass media distributions.
- Preparing a Compelling Press Release: Even before the game’s release, it is crucial to prepare a well-crafted press release. This document should highlight intriguing facts about the game, provide information about the developer, mention the release date, and offer codes for test access. Emphasize the significance of the journalist’s role and grant them the “prerogative right” to be among the first players. Personalizing the letters is essential, so make an effort to identify the specific journalists responsible for posting news related to your game in each targeted outlet.
Game Bloggers and Streamers
The underlying principle for engaging with game bloggers and streamers is akin to selecting media outlets and sending them press releases. However, there is a notable distinction: while almost any gaming media can be suitable for publishing news about a game, curating a list of streamers requires more attention. It is crucial to evaluate not only the influencer’s audience size but also the genre of games they predominantly enjoy playing. Aim to collaborate with streamers who frequently engage with games in the same genre as your own, as they are more likely to be interested in “trying” your game.
Similarly, it is advisable to provide access to the game for streamers well before the official release. This ensures that by the time the game is launched, it will have already generated buzz among users.
When it comes to streaming platforms, Twitch enjoys widespread popularity among gamers in Russia. Additionally, you can find equally influential video game bloggers on YouTube.
Owned Media (Website or Store Page)
Another crucial factor is the presence of comprehensive information about the game on the internet. Whether it takes the form of a dedicated website, a compelling landing page, or a well-crafted store page is not as important as its accessibility to journalists upon request.
Designing an appealing store page is another vital component. This could be on platforms such as Steam, App Store, or any other site through which your game will be distributed to the wider audience. Gain insights into your competitors in the targeted region—observe their choice of screenshots, icons, number of installations, reviews, and ratings. Utilize this information to prepare your own captivating store description. In a previous article, we provided guidance on optimizing a game’s page on Steam to captivate Russian-speaking gamers.
Working with Reviews
During the initial stage, when a game is not yet widely known, working with reviews entails not only responding to user messages but actively generating these conversations and messages. It is crucial to maximize the game’s presence in the information ecosystem: engage with social networks, forum threads, professional communities, interest groups, and store reviews. Initiate discussions about the game, generate interest, and promptly respond to any comments. Timely and thoughtful handling of reviews will enhance audience loyalty and increase attractiveness to new users who often rely on others’ opinions during the installation process.
Active community development stands as one of the most effective elements of a PR campaign. Depending on the project’s scale, this can be achieved through your own website or social media pages. Emphasize user-generated content (UGC), as it not only engages your existing audience but also showcases your project in the best light for potential new players.
To engage in game discussions in Russia, it is essential to cover major gaming media forums such as Goha.ru, Playground.ru, Gamemag.ru, and Igromania.ru.
When is the Best Time to Share News?
If you’re sharing news about a company or game, a simple post with appropriate coverage in the news feed is usually sufficient to make it interesting and relevant.
However, when it comes to announcing a game’s release, the situation is different. AAA games generate significant anticipation, ensuring players won’t miss the release news. But what should smaller developers do to prevent their game’s release news from getting overshadowed by the giants in the industry? In such cases, it is crucial to strategically disseminate the news about the game’s release, avoiding conflicts with major developers’ announcements. This requires staying constantly informed about current and upcoming events in the gaming industry.
How to Evaluate the Results
Evaluate the number of publications and their media outreach (this can be calculated based on the average number of site visitors). Assess the number of streamed gameplay sessions and their viewership. Consider the number of reviews and forum discussions, taking note of the sentiment expressed. Analyze the search trends for the game on Yandex, Mail.ru, and Google. Examine the traffic to the game’s website or store page, as well as the number of game downloads. Refer to an article about analytics tools for evaluating the results of PR and marketing campaigns in Russia.
Where to Begin?
PR promotion requires a significant amount of time, which developers may prefer to allocate to game development. Hence, it is advisable to delegate this function to the QB Agency. Their experts can develop and implement a strategy to effectively communicate the game’s news to a broad Russian-speaking audience, allowing developers and publishers to focus on their core expertise.