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On Tuesday the MIT Enterprise Forum Interactive Entertainment Special Interest Group hosted a panel and networking event in Cambridge bringing together local game industry executives to discuss video game marketing and PR. Rodney Brown of Mass High Tech moderated the panel and 360’s own Stacey Clement, as well as Sarah McIlroy of Fashion Playtes, Alex Rodberg of Turbine, and Joe McDonagh of 2K Boston, participated as panelists.Mass High Tech wrote a great article yesterday summarizing the event (check it out here), but I also wanted to share a few additional valuable points that Stacey and the other panelists touched upon:

• As mentioned by Mass High Tech, the resounding theme throughout the event was that PR/marketing must be considered at the start of development and not just as an afterthought once a game is ready to be launched. This concept applies to most industries, not just gaming, but is so important.
• The panel stressed that PR is an integral part selling a game with Joe and Alex agreeing that “if you do anything to ’sell’ your game, do PR.”
• The importance of integrated campaigns and collaboration between teams is key in both the development and promotion.  It takes a village! PR teams need the developers and game executives to participate in media interviews. They need them to provide assets (screenshots, in-game videos, etc.) that PR can pitch to media before, during and after a game launches. At the same time, it is helpful for the marketing/PR teams to provide developers with feedback on the game from consumers and media as well as providing sales teams with “ammo” to sell a game to retailers.
• Assets are absolutely integral - to build buzz for a game prior to launch and to continue momentum after launch. More and more often consumers are going online to not only check out reviews of the latest games, but to look at screenshots and watch in-game videos.
• The landscape for both industry/executive conferences and consumer conferences is changing, but shows like E3 and Penny Arcade Expo (PAX) are still key in “selling” a game. The costs of participating at these events with a booth can be tremendous, but you don’t always need to spend a ton to meet with key journalists. More cost effective options might include meeting with press in a hotel suite near the convention center, downsizing to a smaller 10×10 booth , or inviting media (and consumers or industry execs) to an after-hours party as we did with gamerDNA at this year’s PAX.

Filed under: 360 Public Relations, Boston, Video Games |