This episode of the Games PR Podcast, hosted, as always, by our Jack, features industry veteran Ichiro Lambe discussing the challenges and strategies around game discoverability. With over 30 years in the industry and notable achievements like founding Dejobaan Games and working at Valve on Steam Labs, Ichiro shares insights on the difficulties developers face in getting their games noticed. Topics include the enormity of Steam's ever-expanding library, the role of storefronts at the bottom of the sales funnel, and the impact of social media and traditional media on game marketing. The conversation also explores the potential of AI in game development and marketing and the importance of effective trailers and initial impressions. Lastly, they touch on the viability of paid advertising, the role of authenticity in reaching niche communities, and emerging industry trends.

Unlock the secrets to mastering social media for game development with insights from social media guru Tamsin and Sarah, the marketing dynamo behind Astral Clocktower Studios, in the latest episode of The Games PR Podcast. Sarah brings her hands-on experience from cat-themed action RPG Kristala, sharing the pivotal role data-driven decisions play in crafting effective marketing strategies. You'll learn why quality trumps quantity in content creation and how truly understanding your audience can set you apart in a crowded digital landscape.

We also explore the strengths of various social media platforms and how to leverage them effectively. From building vibrant communities on Discord to maintaining a consistent visual theme on Instagram, we cover it all. Discover the latest LinkedIn trends, including the power of carousels and face imagery to boost engagement, and stay ahead of the game with insights into the ever-changing algorithms of Instagram and TikTok. Our discussion provides actionable tips to navigate these challenges and amplify user-generated content.

Dealing with negative feedback doesn't have to be daunting. Learn strategies to respond constructively and distinguish between genuine criticism and trolling. Sarah and Tamsin offer practical advice for solo developers, emphasizing the importance of mental health and effective time management. Whether you're consulting friends before responding or utilizing moderation tools, we'll equip you with the knowledge to build a resilient and engaged community for your game. Tune in for a wealth of insights that will transform your social media strategy.

Summer is here, and that can only mean one thing! It's showcase season, and in today's episode of The Games PR Podcast, we promise to equip you with actionable strategies to transform your digital event planning and make your appearances at digital showcases and Steam Festivals a more successful endeavour. We also discuss the advantages of digital showcases over in-person events and explain why going virtual could be your best bet for maximising opportunity and value from your investment.

Ever wondered how to make your game stand out at Steam Next Fest? We've got you covered. We delve into the key strategies for indie developers and studios to maximize their Next Fest presence. Learn the tricks of timing your launch, creating compelling demos, and leveraging influencer collaborations to ensure your game doesn't just get noticed but remembered. Additionally, we'll discuss the importance of a standout Steam page and how to gather actionable feedback to refine your game before its official release.

Costs and opportunities at industry events can vary dramatically, but with the right approach, any game can make a significant impact. In our final segment, we explore the financial dynamics of major showcases like Summer Games Fest compared to more niche events like Wholesome Direct. We illustrate how strategic planning, robust assets, and effective demos can level the playing field, even for indie developers with limited budgets. Plus, we introduce the concept of "aftercare," offering tips on maintaining momentum and capitalising on event exposure for long-term success. Tune in to ensure your game not only shines but sustains its momentum post-event.

From preempting sensitive content issues to tackling the dreaded server crash or internal scandal, we're joined by our crisis comms sage Max, who shares invaluable strategies to keep your game's reputation spotless through its launch and beyond. Dissecting the fine line between a mere hiccup and a full-blown PR nightmare, episode 21 of the Games PR Podcast is all about mastering crisis communications.

Communication is more than a buzzword when it comes to weathering the storm of crisis management, and we're here to show you why. Exploring the 'three R's'—regret, reason, and remedy—we dissect the anatomy of a solid statement that resonates with players and calms stakeholders. The conversation takes a turn into the unique battlefield faced by indie studios, where the lines between personal and professional blur on social media. Our chat is peppered with actionable tips for maintaining transparency and keeping the dialogue with your community genuine and fruitful, even when the going gets tough.

As we wrap up, we navigate the tricky waters of game reviews and feedback, balancing the scales of taking criticism constructively and remaining unflinchingly professional. By analyzing the journeys of titles like Cyberpunk 2077 and Helldivers 2, we showcase the importance of managing player expectations and evolving a game's reception over time. Honest communication, accountability, and the sometimes necessary day-one patch are tools we dissect. Every game developer's journey is fraught with ups and downs; join us as we chart a course through the choppy seas of games PR.

Discover the reality of the world of games journalism as Eurogamer's Editor in Chief, Tom Phillips, joins us to dissect insights from our 2024 Games Journalism Survey. We peel back the curtain on the intricate dance of games journalism, offering a treasure trove of insider knowledge for PR professionals and game developers.

Tom shares how game developers can pitch their stories to stand out in this SEO-driven landscape and the importance of balancing algorithm-driven articles and authentic content for readers. This leads to an insightful conversation on the evolving presence of guides and the rise of popularity in such content in an age of growing demand from players.

We also head to the front lines of gaming content creation, where the pressure of overflowing inboxes and the allure of early access reviews shape the future of the industry. We'll entertain you with tales from the trenches about sifting through the daily deluge of pitches and the red flags that signal an instant 'no.' Tom also reveals how platforms like Patreon revolutionise how journalists and creators connect with their communities and whether this will be an ongoing trend in a highly uncertain industry.

To wrap up, we journey through the high-stakes world of pre-release game reviews and the nuanced dance of publisher-journalist relations. Tom offers a rare peek into the world of reviewing games ahead of release, unpacking the pressures and ethical considerations unique to video game criticism, and best practises to maximise coverage opportunities for your game.

We close with a reminder to check out the comprehensive 2024 Games Journalist Survey for further illumination of the fascinating trends shaping the future of game journalism.

Get ready to unlock the mysteries of influencer marketing in the gaming world with the insights of Lynn Marie from Lurkit. This episode peels back the layers on the actual costs of influencers and busts myths about their marketing prowess. We shine a spotlight on the unsung heroes—micro-influencers—and their uncanny ability to forge deep connections in niche gaming communities. It's not just about throwing game codes at content creators; it's about nurturing authentic relationships and tapping into the unique audiences that truly vibe with your game.

When authenticity meets collaboration, magic happens in the realms of gaming and cosplay. Authenticity is the name of the game as we discuss genuine connections in influencer campaigns, and how they can transform a marketing strategy. We glean valuable lessons from a Gamescom case study, illustrating the power of real engagement over superficiality. The episode also heralds a new era of consumer relations, where developers are building closer ties with players and content creators, providing resources like cosplay guides and early game access that are reshaping the industry.

Measuring campaign success is an art, and in this episode, we challenge the conventional wisdom that views are king. Instead, we argue for engagement as the crown jewel, where influencers can cultivate a lasting community around a game. You'll hear about underdog influencers who punch well above their weight, just like Brock Purdy's surprising ascent in the NFL. It's an episode that champions the genuine passion of creators whose impact is measured in more than just numbers, and it offers a blueprint for how fostering these connections can foster a vibrant gaming community.

Looking to get some top tips on attracting game journalists to your upcoming indie game? We’ve got your back! Episode 18 of the Games PR Podcast sees Jack and Tom joined by former Rock, Paper, Shotgun video producer, and co-host of the Indieventure podcast, Liam Richardson!

Together, they’ll cover a range of different methods that can help make your game more attractive to the media, as well as dissecting the nuanced factors that shape the identity of indie games, from the size of their development teams to the subtleties of publisher relationships.

In a marketplace brimming with both indie treasures and blockbuster giants, we break down how journalists strike a balance to shed light on hidden gems amidst the clamour for the next big title. The conversation also delves into the complex nature of game promotion – the importance of an engaging hook and the artistry behind captivating visuals that can set an indie project apart in a saturated industry. We also touch on the complex relationship between PR, discoverability, and the journalist’s quest to present fresh, innovative content to an eager audience.

As the episode draws to a close, we reminisce over the transformative journey of indie games, from novelty pastimes to influential market contenders, and Liam's preferred ways to discover indie games, through festivals such as Next Fest and trawling social platforms!

Ready to level up your event and PR game? We’ve got you covered! This week, host Jack and tech PR wizard Amie welcome Molly and John from the award-winning pop culture marketing agency, Experience12. They’re here to offer their fantastic insight into the best ways to bring event plans to life.

The Experience12 team explains the different options available to those looking to build a presence at events such as EGX, Gamescom and GDC, highlighting how even if you’re an indie on a budget, you can still be present at events in some form. However big your budget is, what is super important is planning, and the team explain how bigger events often require year-long planning.

We reminisce about the best free goodies we’ve bagged at events and how the industry as a whole is shifting to more sustainable methods of delivering event experiences and booths across multiple events to maximise efficiency and minimise waste!

We also discuss how the post-COVID era has undoubtedly posed challenges, but it has also offered opportunities that underline the significance of relationships formed at events and how important having a presence at said events can be. Online events still have an important role and allow a wider base to participate in them, but they need the experiential nature of physical events that can really assist in relationship building.

Wrapping up the conversation, we delve into how local partnerships and event attendance can open fresh avenues for brands. Experience12’s Molly and John highlight the importance of creating a vibrant atmosphere and expanding someone’s experience at an event to being more than just sitting down and playing a game.