Marketing was done in a very conventional way due to budget limitations, with email marketing, banners in online stores, Facebook/Google Ads and press advertising in the official Xbox and Playstation magazines. The reach in the press was huge, and the most work was with influencers such as YouTubers and bloggers.
Yooka Laylee – This was a project that I loved working on from start to finish, precisely because I’m a big fan of Rare’s classic platform games. The physical release of Yooka-Laylee was very limited, with a very small number of copies distributed in stores, so the investment in marketing was reduced and the PR needed to be done a lot and it was a huge success overall. Team 17 was very nice in sending us a large number of review codes, where we were able to work with smaller opinion makers as well.
Client: Playtonic Games, Team 17, Fireshine Games and Sony Music Brasil
Date: February to July 2017
Category: PR and Marketing
Some examples of what we did for The Surge, again ads in the official Xbox and Playstation magazines, email marketing sent to internal and external databases, including Editora Europa (which publishes the magazines mentioned above) and online stores. Point of sale material was also made for physical stores. And some good examples of online and printed PR highlights.
The Surge – With the exclusivity agreement signed with Focus Entertainment, The Surge was one of the titles we worked on since the title was demonstrated at Gamescom in Cologne in August 2016. Deck 13 sent us a build of the game for limited presentation to Brazilian print media. All PR was done by directly targeting opinion makers who like souls-like games, then diluting it into action and action RPG games. Marketing also focused on this audience in online campaigns and we were featured on the main pages of news portals such as Globo.com and UOL.com.br. PR and Marketing worked very closely together, and both helped each other making the game have a higher-than-expected sales volume.
Client: Deck 13, Focus Entertainment and Sony Music Brasil
Date: August 2016 to July 2017
Category: PR and Marketing
An extensive online campaign was carried out, mainly with YouTubers and gaming websites, where we achieved a very good reach, especially considering that it is not a famous motorsport in Brazil. As for Marketing, due to the limited budget and because it was only a support campaign, we did some online banners, advertising in the official Xbox and Playstation magazines and e-mail marketing in third-party databases.
WRC 6 – After launching WRC 5 in a lukewarm manner, we decided to invest in promoting the product on a massive scale, believing that it would reach the racing game audience. With PR, this was the first game for which we presented a build for early testing. Nacon asked influencers to test the preview, and they were the ones who chose the people based on the data we presented. WRC motorsport was being broadcast live on a cable TV channel in Brazil for the first time, and this also helped boost the product’s visibility. Marketing was more supportive, since Big Ben Interactive (now Nacon) handled the online campaigns. The title sold well, and in the process to bring the product to Brazil, we tried to change the car on the game’s cover, since that Citroën model was not sold there at the time, unfortunately it was not possible. The entire launch of WRC 6 was the starting point for working on the franchise in Brazil, and the planning for the launch of WRC 7 began as soon as the post-mortem report was delivered to the client, but WRC 7 never physically arrived in Brazil.
Client: KT Racing, Nacon and Sony Music Brasil
Date: August 2016 to July 2017
Category: PR and Marketing
Examples of banners, email marketing, press advertising in magazines and organic disclosure in the press.
Other Games – At Sony Music Brasil, we mainly work with games from publishers Nacon (at the time Big Ben Interactive), THQ Nordic (and Nodic Games), Fireshine Games (former Sold Out Sales and Marketing) and Focus Entertainment, with some titles from Maximum Games, 505 Games, Wired Productions, among others. We worked with games such as Darksiders II Deathinitive Edition, Darksiders Warmastered Edition, The Dwarves, Warhammer: End of Times – Vermintide, Deponia, Aragami, Sherlock Holmes: The Devil’s Daughter, Styx: Shards of Darkness among others. Some of these titles had very limited marketing budgets, which meant that PR needed to be worked on a lot, with follow-ups, offering support and extra content for content creators.
Client: Sony Music Brasil
Date: N/A
Category: PR and Marketing
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