Games are transformative, and transformation is hard. The studios born in these challenging times will be fueled by creative freedom, innovation and a more sustainable and equitable future. Those studios with a clear industry vision will excel. Whether you’re a solo developer or an indie studio on the crest of the next wave, now is the time to articulate that vision.
While promoting your game is critical, creating a compelling corporate story is just as important—one that showcases your unique vision for the future of gaming and outlines an active PR strategy that builds trust and positions your studio at the forefront of intellectual leadership.
“Why should we care about your studio?”
Your corporate story isn’t just a marketing gimmick, it’s the DNA of your studio, encompassing your mission, values, unique vision and team culture. It’s the narrative that sets you apart and will attract top talent, resonate with investors and ultimately connect with paying players.
To create a compelling corporate story, start by defining your mission and values. What drives your team? What kind of games do you want to create? What impact do you want to have on the industry?
Next, define your unique gaming vision. What sets your studio apart from the rest? Are you pushing the boundaries with innovative game mechanics? Are you exploring underrepresented genres or topics? Are you using new platforms or technologies?
Your corporate story should also highlight the expertise and passion of your team. Showcase the unique skills and perspectives each team member brings. Share stories about your experiences together and what the secret sauce is to making your studio the next big thing in gaming.
Finally, articulate how your studio will contribute to the larger conversation about the future of gaming. This is especially important now that so many people are tired of the industry and looking for leadership. What role do you play in righting the ship? Do you advocate ethical business practices? Are you creating a more inclusive workplace? Are you looking for new ways to interact and communicate with your players?
Control your gaming vision
A strong corporate history lays the foundation, but a unique vision for games is what really sets your studio apart. It’s a guiding light that lights your way in an ever-evolving industry. Your vision contains your creative ambitions, your values and your aspirations for the future of gaming.
A clear and compelling vision not only attracts top talent who share your passion, but also resonates with players looking for something fresh and meaningful. It gives your studio a distinctive identity, a call to action that sets you apart from the sea of competitors.
While the industry navigates uncertain waters, a powerful vision can be the anchor that keeps your studio grounded and focused. It can inspire your team, attract partners and investors who believe in your potential, and ultimately guide your creative decisions, ensuring your games reflect your unique perspective and contribute to the conversation about the future of gaming.
One of the most compelling examples of this is Heartbound by Pirate Software. This studio is headed by Jason Thor Hall, a former Blizzard employee turned game developer. Hall manages to attract fans through Twitch and YouTube shorts and take his viewers through an emotional journey through the game’s development. This exciting origin story, combined with fan engagement, has earned Pirate Software a ton of support around the world. Heartbound is still in early access and has over 1,700 reviews.
Corporate PR: Where to start and what it involves
Now that you’ve defined your corporate story and honed your vision, it’s time to share it with the world. This is where corporate PR comes into play.
Corporate PR is a multifaceted approach to building and maintaining your studio’s reputation. This includes different strategies, each designed to reach different audiences and achieve specific goals:
Media Relations: Build relationships with journalists and media to ensure coverage of your studio and games. Create compelling press releases, pitch stories and offer exclusive interviews to get your message across.
Thought Leadership: Establish studio founders and team members as experts in the field. Share your insights through blog posts, articles, speaking engagements and participation on industry panels. Position yourself as a thought leader actively shaping the future of gaming.
Awards and recognition: Submit your games and studio for industry awards and accolades. Peer recognition not only increases your credibility, but also increases your visibility in the industry.
Community Engagement: Connect with the gaming community through social networks, forums and events. Build a loyal fan base by sharing behind-the-scenes experiences, engaging in conversations, and asking for feedback. Building a strong community can be a great asset in tough times.
Investor relations (if any): When you’re seeking funding, develop a clear and compelling narrative for potential investors. Demonstrate your studio’s vision, growth potential and commitment to sustainable practices.
Crisis Communications: Future-Proofing Your Reputation
Even the most well-prepared studios can encounter unexpected problems. Negative feedback, backlash on social media, or unexpected changes in the industry can threaten your reputation and undermine your hard work.
To protect your reputation in the future, you need to be prepared for the worst. Start by creating a crisis communication plan that outlines the steps you will take in different situations. Identify a designated spokesperson who will be responsible for communicating with the media, the public, and the internal team. Prepare key messages and themes that align with your corporate story and values.
Most importantly, remember that authenticity is key during a crisis. Be transparent, honest and compassionate in your communication. Admit mistakes, take responsibility, and outline the steps you are taking to resolve the situation.
By prioritizing authenticity and transparency in your crisis communications, you can not only weather the storm, but emerge stronger and more resilient while preserving your reputation.