The New Era of Gaming Comms

Historically, PR’s primary role has been to secure third-party coverage, build credibility, and amplify a game’s narrative through media channels. However, the gaming industry is in the midst of a communications overhaul as traditional media’s influence wanes, reshaping PR strategies and shifting how studios engage with audiences.

Once the gatekeepers of gaming news, traditional media outlets have seen substantial declines; layoffs, restructuring, and acquisitions have led to a shrinking media presence, with iconic publications like IGN, Gamesindustry.biz, Game Informer, and Eurogamer downsizing or closing entirely. In the past few years, job cuts at broadcast, print, and digital news organizations increased as much as 48%, leaving studios with fewer outlets to rely upon for coverage.

As these traditional pathways shrink, studios must find new, creative ways to achieve those same goals, with younger generations turning to influencers, social media, streaming platforms, and forums for news and updates. TikTok, where 14% of U.S. adults get gaming news, exemplifies this shift as audiences prefer direct, unfiltered content that aligns with their platform preferences.

Studios today are reaching out to players directly across platforms like Twitter, Discord, and YouTube. But it’s not just about reaching the most people — it’s about reaching the right people to ensure engagement is meaningful and impactful. By empowering founders, developers, and brand representatives to connect directly with players through live streams, interviews, social media, and casual Q&As, studios can establish a more authentic presence.

Just as social media management has evolved to be more direct, successful PR campaigns have moved on from a big press release blast to hyper-targeting.

This is where hyper-targeting shines, says Kalie Moore, the founder of High Vibe PR. “Reaching 1,000 highly engaged, relevant readers on a specialized platform like Substack, or connecting with a dedicated audience through a niche podcast, can drive exponentially more impact than reaching tens of thousands of passive, disengaged readers through a broad outlet like Forbes.”

“There’s a time and place for Forbes, but there’s also immense power in focusing your efforts on channels that cater directly to your audience. The key is understanding the difference and deploying your message where it will have the most influence.”

From One-Way Comms to Direct Dialogue

Platforms like Twitter, Reddit, and Discord enable studios to communicate updates, respond to player feedback, and build transparency into their development processes. This direct access fosters a sense of inclusion, as players are no longer just an audience; they are participants who can influence a game’s direction.

An even more powerful transformation within this trend is engagement from executives and developers themselves. Founders, game directors, and lead designers increasingly participate in livestreams, social media Q&As, and write personal blog posts, sharing insights and addressing player concerns in real-time.

Blizzard’s Overwatch 2 development team frequently updates players through X, weekly blog posts, and live Q&A sessions with community leaders. Overwatch 2 Game Director Aaron Keller and other team members share insights on game balance, new features, and future plans; address player concerns and criticism; and invite feedback. This open communication keeps players informed and demonstrates Blizzard’s commitment to transparency.

Another example is Ronin’s recent zkEVM announcement, where the founder didn’t just rely on traditional media, he also published a deep dive on X. This direct approach helped drive 45 media hits, reaching an estimated 1.45M views across outlets including CoinDesk, Cointelegraph, Decrypt, and VentureBeat. Beyond media coverage, the community amplified the message, with 273 creators generating 372 pieces of content, resulting in 4.2M impressions on day one.

PR To-Dos:

Focus on one to three core messages and reinforce them consistently across all channels. The most effective leaders — like Luke Barwikowski, CEO of Pixels — continuously champion a clear, data-backed vision. Barwikowski’s message about making play-to-earn work resonates when paired with real metrics and proof points. To stand out, the messaging needs both substance and repetition.

Avoid echoing generic talking points — bring a perspective that adds value to the conversation. Share insights your community can’t find anywhere else, and use social media to turn those insights into compelling PR stories. Over time, journalists will start referencing your content, using your posts as context for interviews and announcements, reinforcing your credibility as a go-to expert in the space.

The Influence of Web3 and UGC

UGC is no longer a niche sector of the market, as 46% of gamers list “creation, imagination, and self-expression” as one of their main motivations. And as players create their own characters, worlds, and storylines, they also build micro-communities around their creations.

In embracing web3 and UGC when it makes sense, studios have found new ways to build loyalty and engagement by enabling gamers to play active roles within their ecosystems. This redefines a studio’s relationship with its audience, making players not just fans but brand advocates and, in some cases, co-creators.

Players are looking for social gameplay they can enjoy with friends, and UGC allows studios to respond to these demands in real time. By leveraging player-created content like mods, custom game modes, and community-driven events, studios can reduce development cycles while delivering experiences that feel immediately relevant.

By providing creators with tools, monetization options, and visibility, Overwolf allows players to actively contribute to and shape the games they love. The platform supports mods, custom skins, overlays, and tools for popular games, such as Hogwarts Legacy, Minecraft, World of Warcraft, and Ark: Survival Ascended, enabling creators to expand content in ways that keep communities engaged long-term.

A recent success was Overwolf’s collaboration with Ark: Survival Ascended, where Look North World introduced a Power Rangers mod. This crossover worked because it combined two beloved elements — dinosaurs and nostalgia — while also feeling fresh and unexpected. Choosing the right crossover is key: Studios should consider game themes, what excites their target audience, and trends in social media and influencer communities. Whether it’s anime properties, horror icons, or collaborations with top creators, tapping into what resonates most with your players can generate organic excitement and media traction.

For the Power Rangers premium mod, the trailer was covered by IGN, and the news was picked up across more than 40 publications, including IGN, GameRant, and Destructoid, resulting in more than 851,000 estimated views and 1.2M mod downloads. Reddit threads and social media posts captured fans’ emotional responses, with one player commenting that the mod “gave me chills” and reignited their love for Ark. The mod’s success shows how modding can drive both quantitative value (downloads and visibility) and qualitative value (emotional engagement and brand loyalty).

Empowering creators, modders, and developers to engage directly with audiences on behalf of the game is a powerful strategy that could drive a multiplier effect. When creators share their passion and demonstrate the potential of UGC, they generate a ripple effect that multiplies excitement across their own channels and communities. This not only broadens the game’s reach but also resonates with players who increasingly value authentic, community-driven narratives.

“This is an era where communities are not just consumers — they’re collaborators. By putting creators and players at the center of your PR strategy, you’re not only enriching the gaming experience but also creating an ecosystem of passionate advocates who will continue to drive your game’s success, both in visibility and in sentiment. The future of gaming PR lies in building these deeper, more direct relationships, where players and creators are partners, not just passive observers,” according to Kalie Moore of High Vibe PR.

Pixels – Empowering Community-Driven Web3 Games

Web3 gaming has pioneered community-driven engagement in ways that web 2.0 studios can learn from. A great example is Pixels, which turned an in-game wedding between two players into a major moment, drawing more than 56,000 attendees. Pixels further amplified the wedding through media stories, showcasing the event as a celebration of Web3’s communal spirit. The event and subsequent media coverage demonstrated that Pixels isn’t just a game but also a community where players feel a sense of belonging and influence.

You don’t need Web3 aspirations to take valuable lessons from what Pixels has achieved in building an engaged and loyal community. At its core, Pixels succeeded by fostering transparency and empowering players to actively shape the gameplay experience. Weekly AMA livestreams, where founders share updates and answer questions, have created a sense of accessibility, trust, and ownership in the direction of the game. This approach aligns with the broader lesson that consistent, transparent communication helps any studio — whether Web3-focused or not — build a deeper connection with its audience.

Another takeaway from Pixels is its focus on leveraging community creativity to amplify its brand. By hosting unique, player-driven events, such as the in-game wedding mentioned above, Pixels demonstrated how celebrating the passion and contributions of players fosters a sense of belonging. Studios can adapt this strategy by empowering their players and creators to champion the game on their own platforms, generating organic buzz and loyalty. These lessons go beyond Web3, showing that community-first approaches can transform players into advocates who bring lasting value to any studio’s ecosystem.

Brawl Stars – Driving Engagement Through Community and Creators

For years, Brawl Stars has set the standard for how mobile games can build strong, engaged communities through direct developer interaction, creator-driven initiatives, and competitive play. Rather than relying solely on traditional marketing, Brawl Stars has cultivated player loyalty by prioritizing real-time player engagement, empowering content creators, and designing social mechanics that keep players invested long-term.

One of Brawl Stars’ greatest strengths has been its transparent and interactive approach to community engagement. The Brawl Talk video series, in which developers preview upcoming updates, has become a major event within the player base, generating speculation, discussion, and excitement. Supercell also maintains an active presence across social media and Discord, regularly responding to player feedback and incorporating it into game updates.

Supercell has also recognized the value of content creators in expanding Brawl Stars’ reach. Through the Creator Boost program, players can financially support their favorite streamers and YouTubers with in-game purchases, incentivizing creators to actively promote the game. This initiative has created a multiplier effect, through which engaged creators generate excitement, drive retention, and introduce the game to new audiences. By giving creators a direct stake in the game’s success, Brawl Stars built a self-sustaining content ecosystem that thrives beyond traditional PR.

Brawl Stars proves that player engagement goes beyond just launching a great game. Studios can take Supercell’s lead by focusing on interactive communication and a strong creator ecosystem that reinforce long-term investment.

Brand Image From the Ground Up

Fostering Deeper Relationships Between Studios and Players

Building a lasting brand in today’s gaming landscape is less about polished PR and more about fostering direct, meaningful connections with players. Successful studios, such as Pixels and Supercell, prioritize transparency, open communication, and a player-centered approach that transforms fans into advocates. By treating players as collaborators and involving them in the game’s evolution, studios create brand loyalty that extends far beyond gameplay.

A resilient brand starts with a commitment to genuine, two-way communication. Through feedback loops and real-time adjustments, live-service games like Fortnite frequently adapt based on player input, creating a dynamic experience that makes players feel valued and influential. By continuously engaging with their communities, these studios build trust and foster loyalty that keeps players coming back.

Personalized interactions further enhance these relationships. Studios that acknowledge player milestones, respond to feedback, or highlight user-generated content make players feel integral to the game’s community. Such personalized touches demonstrate a studio’s dedication to its players, establishing a sense of belonging that resonates well beyond the digital world. Studios that prioritize these efforts often see higher player satisfaction and loyalty, resulting in a brand that players feel personally connected to.

Turning Players Into Brand Advocates

An essential part of building a sustainable brand is encouraging players to become active advocates. In today’s gaming ecosystem, advocacy goes beyond traditional word-of-mouth, incorporating opportunities for players to contribute to the game’s identity. One powerful method is embracing UGC. Riot Games, for example, encourages League of Legends players to create fan art, fan fiction, and cosplay, celebrating these efforts on social media and official events. This approach elevates the game’s cultural relevance, as players feel like they are co-creators within the League community.

Gamified recognition programs are another way to inspire advocacy. By rewarding players for their involvement in the community, studios incentivize deeper engagement. Blizzard Entertainment’s World of Warcraft has implemented such systems for years, such as the Recruit a Friend rewards, the Community Council, and more recently the Support a Streamer program. These programs and rewards not only acknowledge players’ commitment but also cultivate pride and investment in the game’s ecosystem. Recognition programs transform loyal fans into vocal brand ambassadors, driving further engagement and strengthening the community.

When studios integrate these strategies into their brand-building efforts, they create a loyal player base that feels deeply connected to the game and its success. A player-centered approach that prioritizes feedback-driven development, personal engagement, and UGC lays the foundation for a brand that players not only trust but also champion, ultimately shaping a game’s identity through community collaboration.

Future Trends in Gaming PR

As technology and player expectations evolve, PR in the gaming industry is entering a new phase, driven by rapid advancements in artificial intelligence, the proliferation of social media platforms, and players’ growing desire for self-expression. The most forward-looking studios are already adapting their communication strategies to address these changes, using tools that allow for deeper personalization, faster engagement, and real-time adaptability.

#1: Supercharge Community Management Efficiency With AI

AI is transforming community management by allowing studios to provide faster, more personalized responses to players. For example, Helpshift can address common player questions, offer personalized support, and guide players through complex game mechanics, providing immediate assistance to foster a positive player experience. These tools help community managers focus on higher-level engagement strategies, allowing PR teams to keep up with the vast number of player interactions across multiple platforms.

Beyond customer support, AI tools, such as natural language processing (NLP), can analyze player feedback from forums, social media, and in-game chats. By identifying trends in player sentiment, studios can quickly gauge reactions to updates, new features, or events, allowing them to respond in real-time. This agility not only helps studios stay aligned with player expectations but also enables them to spot potential issues early, strengthening brand trust and loyalty.

While AI is a powerful tool for enhancing community management, it remains just one part of the communications tool kit. Ultimately, effective communication is about making genuine connections. AI tools like chatbots and NLP can streamline responses and surface valuable insights, but they don’t replace the personalized, human touch that distinguishes impactful storytelling from impersonal corporate speak. As AI continues to evolve rapidly in the coming years, teams will need to stay nimble, adapting their strategies to balance the efficiency of automation with the authenticity of tailored engagement. It’s this combination that elevates a studio’s relationship with players and ensures PR efforts resonate in meaningful, lasting ways.

“When it comes to AI in PR, I’m most excited about developing tools that eliminate the tedious, time-consuming tasks in our workflow. From in-depth reporting and media tracking to custom analytics, we’re building proprietary AI solutions that compete with industry-leading platforms like Muck Rack and CoverageBook. By automating these processes, we can generate more insightful reports for our clients — faster and more efficiently — allowing us to focus on what truly matters: creative, high-impact storytelling,” according to Kalie Moore of High Vibe PR.

Emerging Platforms Shaping Gaming Communication

Youtube, TikTok, and Instagram are the most popular among Gen Z gamers | Source: VentureBeat

New platforms are reshaping how players interact, with YouTube, TikTok, and Instagram leading the charge. TikTok, which has become increasingly popular among Gen Z, is now a go-to source for discovering new games and community engagement. Players turn to TikTok for game tips, highlights, and even insider news. This has made TikTok a powerful tool for studios aiming to reach younger audiences, with brands creating short, visually engaging content that aligns with the platform’s format. For example, Roblox has 17.8M TikTok followers compared to its 6.5M Instagram followers.

Streaming platforms, such as Twitch and YouTube, are also central to modern gaming PR. They allow developers to connect with players through live Q&As, gameplay demos, and events. They also offer studios the chance to connect with players in a conversational, real-time environment, where players can ask questions, provide feedback, and even help shape future updates. By engaging directly with audiences on these platforms, studios can build authenticity, respond to player feedback, and reinforce a community-driven approach.

Also, Discord has also emerged as a key platform for fostering community interactions. With its dedicated servers and tools for live chats, event hosting, and real-time feedback, it allows studios to maintain an active presence while encouraging collaboration among players. Many studios use Discord to centralize their player communities, enabling direct communication and engagement between players.

In this evolving landscape, PR teams must adapt swiftly, embracing these interactive, visual-first channels to build authentic connections. Success in modern gaming communication hinges on a studio’s ability to engage players directly and in real time, meeting audiences where they are and staying flexible as new platforms emerge.

Conclusion

The gaming industry’s PR landscape is evolving rapidly in response to the changing ways players discover, engage with, and influence the games they love. Traditional strategies centered around press releases and third-party media coverage are no longer enough. To succeed in this new era, studios must embrace a community-centered approach that prioritizes direct interactions and the cultivation of long-term, meaningful relationships with players and creators. The future of gaming PR lies in understanding and harnessing the power of diverse platforms, championing creators, and making a real commitment to building a community that feels seen, heard, and valued.Let’s wrap up with a few distilled takeaways:

• Traditional PR Alone Won’t Cut It — With traditional gaming media shrinking, studios must prioritize direct engagement and community-driven strategies.
• Hyper-Targeting Wins — Reaching the right audience on niche platforms is more effective than broad, unfocused outreach.
• Founders and Devs Must Lead — Direct communication via social media, livestreams, and AMAs builds trust and authenticity.
• Creators Amplify Reach — Empowering modders, streamers, and influencers creates a multiplier effect that drives engagement.
• AI Supports, But People Connect — AI can enhance PR, but meaningful, human interactions remain essential.
• New Platforms Demand New Strategies — TikTok, YouTube, Twitch, and Discord are now core to player engagement.

Source: Owen Soh (Naavik Consultant), in collaboration with High Vibe PR (Naavik client)