We continue to wrap up the year 2024 together with top managers and experts from the gaming industry (and its adjacent sectors). Up next is an interview with Kirill Perevozchikov, the founder of the agency White Label PR.
How did the year turn out for the company? What achievements would you highlight?
2024 was a year of growth for us. We expanded not only in terms of the number of clients but also in the scale of companies we collaborate with. Notably, our PR agency portfolio now includes:
- the gaming holding GDEV, a publicly traded company on NASDAQ, which includes the developer Nexters;
- the international investment fund GEM Capital;
- major mobile developers SayGames and TopApp Games;
- educational projects such as Mad Crusader.
Additionally, White Label PR has broadened its scope of media partners, including traditional gaming publications (IGN, GamesIndustry.biz, PocketGamer.com), leading business media (Forbes, Business Insider, Inc., Silicon Canals), as well as general lifestyle magazines. Our clients have published columns, blogs, announcements, and podcasts in all these outlets. Interestingly, the podcast format has become an effective way for many speakers to share news and engage in informal dialogues with their audience.
To expand our expertise and support our clients at the highest level, our team has also grown with top-tier professionals from various fields. They all share a deep knowledge of the media market and an interest in the gaming industry.
Of course, we haven’t forgotten about what our agency has successfully been doing for many years—PR campaigns for new or upcoming games. There was diversity here as well: we assisted with the communication strategy for Heroes of Might and Magic: Olden Era, announced the indie project Hollywood Animal, and laid the groundwork for the action game Tenet of the Spark, set for release only in 2026.
Hollywood Animal
How has the game PR market changed over the year?
First, there is an increasing amount of user-generated content. Gamers want to be part of the process: creating memes, participating in streams, and discussing updates.
Second, the industry is increasingly moving towards multichannel approaches. And this includes not only Twitch, YouTube, and TikTok, which have become new channels of influence, but also niche media and blogs that create whole communities around them.
For a gaming company, it's crucial to have representation on all platforms. This is how the synergy that ultimately converts into leads and profits is achieved.
Additionally, the market has become even more competitive. Large AAA projects, which were previously considered "stable investments," now face some skepticism. For example, in 2024, some major releases faced difficulties that did not meet expectations (Concord, Star Wars Outlaws, the unexpected delay of Assassin’s Creed Shadow). This, combined with improvements in game engines, offers a chance for smaller studios: indie games with thoughtful approaches and strong PR support can become hits.
Has the practice of working with gaming companies changed? If so, how?
PR in the gaming industry has become a much more comprehensive endeavor: gaming companies are building long-term relationships with the gaming community, investors, regulators, media, and social organizations. Such a wide range of stakeholders requires a well-thought-out communication strategy and constant engagement in company processes.
Players have become more active on social media, streaming services, and among bloggers, so responsiveness in communications is now very important. On one hand, you need to create content that keeps pace with trends, but on the other hand, it's essential not to let these trends alter your identity. As you know, reputation is earned over years and can be destroyed in a couple of minutes (or tweets).
Tenet of the Spark
What trends in gaming PR do you expect to strengthen or emerge in 2025?
I believe, first and foremost, we will see a strengthening of the trend towards authenticity. Players want to see brands that speak the same language as their audience and are sincere in their communications. Watch Swen Vincke’s opening speech at The Game Awards, and you’ll see what I mean.
Second, the role of influencers, especially on Twitch and TikTok, will only grow. Brands will invest in such partnerships.
Another trend that will inevitably gain momentum is the use of generative AI. It's already helping us predict trends and adjust the course of PR campaigns, and in the future, its role will only increase. However, in PR, nothing can replace good old personal communication and connections.
Lastly, we will see an even greater emphasis on the social responsibility of gaming brands. Gamers are becoming more conscious about what they support. A clear trend toward environmental and ethical initiatives in the gaming industry is already visible.
Heroes of Might and Magic: Olden Era
What are the company's plans for the coming year?
Next year, we will work on increasing the number of public and investment companies in our portfolio and strengthening our position as a provider of top-notch PR services for international gaming studios.