This is an excerpt from a longer deep dive. To read the whole article, click here.

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.

Alec Dawson — *Overwatch 2 Developers Communicate Directly with Players via Twitter | Source: X*

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.

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