We continue to summarize the results of 2021 together with top managers and experts of the gaming industry (and related ones). Next up is an interview with Nikolai Borzov, co-founder of the Fatpony PR agency.

How did 2021 go for the company?For us, 2021 was a great year.

A lot of good clients and releases. Separately, I would like to note the increased activity of domestic developers. They were noted for a large number of really cool games that have become popular not only in Russia, but all over the world. Great examples are Potion Craft and Despot’s Game, which we managed to work with. But our, let’s say, more traditional foreign customers were pleased with their games: Valheim, Biomutant, Spiritfarer, Gamedec, Everspace 2 and many others.

What event or trend of 2021 do you consider central within your niche?It was gratifying to see that everyone had already adapted to the pandemic conditions.

Both media and developers have found formats in which to present games online. You can also observe the gradual return of offline events, one of which we even managed to hold in Moscow.

I would especially like to note the increasing trend — at least in our country — to work with influencers. Many customers have accepted the fact that this is not only a “cool guy who plays games in his spare time”, but also a great channel for promotion. There are many times more requests for advertising integrations, and everyone is happy. Or maybe we just didn’t know how to “cook them.”

What will be the stake in the development of the company in 2022?Our plan is always the same — to work better and more, so that all our customers are satisfied, and as many people as possible learn about cool games.