Marketing and advertising of games in the gaming press, gaming journalism in Russia 2022, gaming journalism, gaming media crisis, gaming media and game promotion, game advertising on gaming websites

Contents:

• Why are gaming media in crisis?
• Why is it too early to write off the media?

Gaming magazines and websites were once the main channel of communication between players and developers. However, this format has lost its relevance in the modern digital world. With the development of technology and social media, the interaction between the gaming community and game creators has changed. Players can now directly exchange opinions and receive information through platforms such as streams, blogs, and social media, making traditional gaming publications less relevant.

Today, gaming media faces the challenge of competing with numerous platforms and formats, including online bloggers, social media, broadcasts of major events like The Game Awards, and even publisher email newsletters. Gaming companies have a multitude of channels to communicate with their audiences, creating the impression that they can do without traditional publications such as Igromania and IGN. However, despite the diversity of communication platforms, quality gaming media still play a vital role in informing and analyzing the gaming industry, providing expert opinions and in-depth reviews that are difficult to find elsewhere.

Professional media play a vital role in the modern gaming industry. They provide audiences with up-to-date news, analysis, and reviews, which helps shape opinions on new games and gaming technologies. Using professional media as a marketing platform can be an effective tool for developers and publishers. Such resources can reach a wide audience, which helps increase product awareness and build a positive image. Furthermore, professional journalists and critics can provide expert opinions that influence consumer choices. An effective marketing strategy based on interaction with professional media can significantly increase the chances of a game's success in a competitive market.

Why is gaming media in crisis?

A few years ago, giving away game keys to streamers and YouTubers was considered a risky strategy. For example, Stardew Valley creator Eric Barone shared his concerns before the game's release in an interview with journalist Jason Schreier, published in the book "Sweat, Blood, and Pixels." He feared that viewers, watching others play, would lose interest in purchasing Stardew Valley. However, over time, this approach has become an important part of marketing in the gaming industry, allowing developers to attract attention to their projects and expand their audience.

The developer's concerns proved unfounded, and Stardew Valley became one of the most significant indie hits of the decade. In the modern gaming world, the influence of bloggers on the success of games has become comparable to the opinions of professional critics. Stardew Valley, for example, gained popularity thanks to its rise to the top on Twitch and the active work of Eric Barone, who blogs under the pseudonym ConcernedApe, where he shares developer diaries. This approach helped create a close connection with the audience and increase interest in the game even before its release.

Some games, such as the action roguelike Synthetik, gained new popularity thanks to positive reviews from popular YouTubers. The initial success of Factorio also depended largely on its outstanding trailer, which attracted players long before journalists and bloggers discovered the project. These examples confirm that high-quality promotion and positive reviews influence the success of gaming projects on the Internet.

For large publishers, media coverage isn't always the most important factor. Showcasing gameplay or a trailer at major trade shows is often more important. For example, Cyberpunk 2077 significantly boosted its pre-release interest thanks to a 48-minute demo at E3 2018, as well as a spectacular presentation featuring Keanu Reeves at E3 2019. These events were key in shaping expectations and discussions around the game, highlighting the importance of large-scale events for generating hype and engaging audiences.

Gaming journalists themselves recognize the changes in their profession. In 2021, MCV conducted a survey among media representatives about the importance of journalism in the modern gaming industry. A particularly interesting quote from Rock, Paper, Shotgun editor Alice Bell highlights the importance and influence of journalism in shaping opinion and discussion within the gaming community. This topic remains relevant, as it affects not only professionals but also gamers themselves, who seek objective information and analysis about new games and industry trends. While it's tempting to copy the BBC's slogan and use it as "Inform, Educate, and Entertain," the emphasis on information is becoming less significant in today's environment. Companies have a direct connection with consumers through social media, significantly simplifying the communication process. For example, when a new game is announced, users no longer need to search for information on the website, as they can already receive a tweet from EA with a full trailer or other relevant news. This is changing the approach to disseminating information and engaging with audiences, making it faster and more effective.

Rock, Paper, Shotgun founder John Walker emphasized in his column that the internet has removed the financial barriers that hindered the creation of gaming media. However, this has also led to a new problem: the credibility of journalism in the gaming industry has significantly declined, which, in turn, has affected the level of trust among audiences. This can be seen in the difference in ratings for major game releases, such as Cyberpunk 2077, received from both players and critics.

Gaming sites awarded the game, developed by CD Projekt, an overall score of 86 for the PC version. However, Metacritic users gave it a significantly lower score, 71. This discrepancy in ratings is becoming increasingly common. Examples of such cases include Deathloop and Dying Light 2, demonstrating the difference in opinion between critics and regular players.

Gamers often distrust professional publications. In response, they create Twitter pages where they rehash gaming site posts to minimize traffic to these resources. They also actively create memes criticizing reviewers. This phenomenon reflects growing audience dissatisfaction with game reviews and ratings that don't always meet player expectations.

Journalists in the gaming industry often face accusations of publishing commissioned material, known as "jeans," funded by gaming companies. Some are criticized for following pre-written guidelines. For example, journalist Walker shares his experience of being accused of corruption for criticizing well-known companies. These situations highlight the importance of independent journalism and the need for fact-checking to maintain audience trust.

To an outside observer, it may seem that modern publishers, especially in the indie segment, are increasingly turning to influencers and social media. This is because such platforms provide access to a more loyal audience without editorial interference. However, the reality differs from this perception. Indie publishers use a variety of channels to promote their products, combining traditional and new methods to maximize reach and engagement with target audiences.

Copying the BBC's slogan and declaring: "Inform, educate, and entertain" is certainly tempting. However, today, the emphasis on informing has significantly decreased. Companies have the opportunity to communicate directly with consumers through social media. When a game is announced, users do not need to search for information on the official website, as they have already received a message from EA with a full trailer or similar content. This underscores the importance of social media as a primary channel for communication and dissemination of information about products and services.

Why is it too early to write off the media?

Gaming journalism, despite its shortcomings, is still relevant and does not deserve to be considered a relic of the past. This is due not only to the fact that modern marketing strategies are not always effective. Games journalism continues to play a vital role in informing audiences about industry news, analyzing gaming trends, and shaping player opinion. It serves as a link between developers and users, enabling the latter to receive relevant news and in-depth reviews. In a rapidly changing gaming landscape, quality journalism remains a vital source of information and opinions needed to make informed decisions when choosing games.

At the 2018 GDC conference, Thomas Reisenegger, journalist and founder of the PR agency Future Friends, presented a lecture on game marketing strategies. As part of his presentation, he shared the story of indie developer Dan Marshall, creator of the football simulator Behold The Kickmen. This story illustrates the importance of effective marketing for indie games and demonstrates how an original approach can help developers stand out in a crowded market.

The game designer's game received a positive review from a well-known YouTube channel with seven million subscribers. In just one day, the video garnered over 70,000 views, increasing sales by 15 copies. This case highlights the importance of popular media influence on game demand and demonstrates how recommendations from prominent influencers can significantly impact a project's success.

Players still value YouTube reviews, but publishers are striving to utilize and combine various media formats. This is driven by several factors, which will be discussed below. This approach allows them to expand their audience and attract greater attention to their projects, while also offering a variety of content, which is important for modern users.

Reisenegger conducted a survey among developers and PR specialists to determine which communication channels are most effective for game promotion. The results showed that various platforms, such as YouTube, social media, game bundles, and gaming publication websites, play a key role in the successful dissemination of information about projects. These channels help attract audience attention and engage with potential players, which in turn contributes to the game's popularity. There's a chance your game will appear on the e-store's main page, which can significantly facilitate its promotion. However, relying solely on this factor isn't recommended. As Reisenegger notes in his lectures, several thousand games are released on Steam every year, and only a small fraction of them make it into the recommendations section. Therefore, it is important to develop your own marketing and promotion strategies to increase the visibility of your game and attract the target audience.

The marketer noted that there is no universal solution for successful game sales. In his opinion, there is no single tool or method that is guaranteed to lead to success. Effective marketing requires a comprehensive approach, including a variety of strategies and tactics adapted to a specific game and target audience.

Nikolay Borzov, Director of the Fat Pony PR agency, is also confident that to achieve success in marketing campaigns, it is necessary to use a variety of formats. This allows for maximum coverage of the target audience and increases the effectiveness of communications. Using a variety of approaches in marketing helps create a memorable image and strengthen the brand.

Completely abandoning certain promotion channels does not make sense. The more channels you use, the higher your chances of success. Each channel has unique features and is aimed at different target audiences, which allows you to effectively expand your reach and attract new customers. Using a variety of promotion strategies contributes to more successful interactions with different market segments.

Nikolay Borzov is the Director of the Fat Pony PR agency. Under his leadership, the agency develops effective public relations strategies aimed at creating a positive brand image and increasing brand awareness. Nikolai actively implements innovative PR approaches, enabling the agency to successfully address the challenges of the modern media landscape. His experience and professionalism help strengthen clients' market positions and establish trusting relationships with target audiences. Under Nikolai Borzov's leadership, Fat Pony PR agency continues to focus on results and high-quality services. According to the marketer, not only the differences in formats but also the audience characteristics of specific media outlets play a key role in content perception. Understanding the target audience allows for more effective tailoring of information to their preferences and interests. Each media format attracts its own unique audience, and the success of campaigns depends on the ability to properly segment and customize content. By taking these aspects into account, companies can significantly increase user engagement and response. Media outlets and influencers have much in common, as their audiences largely overlap. The question of the differences between book readers and moviegoers is also relevant here. Ultimately, both bloggers and media outlets reach the same target audience, and the overlap between them is likely around 99 percent. This highlights the importance of understanding how different content formats interact and influence the overall audience's perception of information.

DTF and StopGame represent two different media formats aimed at gamers, but with different audiences. DTF emphasizes a professional approach to gaming news, analysis, and criticism, while StopGame cultivates an active community of gaming enthusiasts who value communication and the exchange of opinions. Differences in presentation mean that the interests of their audiences may vary significantly. However, collaboration with both platforms can be beneficial and worthwhile, as each offers unique opportunities for engaging with different segments of gamers.

Nikolay Borzov is the director of the Fat Pony PR agency. Under his leadership, the agency successfully implements projects in PR, marketing, and communications. Nikolay has significant experience in public relations, which allows him to effectively manage teams and develop strategies that meet client needs. Thanks to his professionalism, Fat Pony has established itself as a reliable partner for businesses seeking to strengthen their image and increase their market presence.

To attract the attention of journalists, simply send a letter to the editor with a compelling description of your project. Gaming media is designed to cover new games, and this is precisely what the creators of the YouTube channel Extra Credits emphasize in their video with recommendations for launching your first project. A well-written message can be the key to getting noticed and written about.

The video's authors argue that if there is no significant news on a given day, editors will gladly pay attention to a small indie game if it has attractive visuals.

Connections with news resources can become an important tool in further PR campaigns. To do this, it is enough to have a relevant news hook, such as new screenshots, trailers, or a release date announcement. These elements will help attract the audience's attention and increase interest in the product. The use of media resources effectively increases reach and contributes to the creation of a positive image.

Employees of gaming websites often face accusations of publishing paid articles, which gives rise to memes about "suitcases full of money." However, in practice, the opportunities to influence a reviewer's opinion are much less than it might seem. Reviewers adhere to certain standards and principles, which makes manipulation difficult. Moreover, many of them value their reputation and strive to provide honest and objective game reviews.

Nikolay Borzov assures that the only way to achieve success is to create a high-quality game.

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A publisher or developer has the opportunity to share their vision of the game and ideas, which can facilitate the work of the media. However, they are not able to radically change opinions about the project.

Nikolay Borzov is the director of the Fat Pony PR agency. Under his leadership, the agency achieves significant success in the field of public relations, offering clients innovative strategies and effective solutions for promoting their brands. Nikolay's experience in the PR industry allows him to successfully implement projects of varying complexity, focusing on the individual needs of his clients. Fat Pony has proven itself to be a reliable partner for companies seeking to increase their visibility and strengthen their reputation in the marketplace.

The marketer emphasizes that even in situations where publishers have genuinely tried to pressure the editorial team, it hasn't produced the desired results.

The topic of venality has long been a subject of debate. Personally, I don't know of a single case where someone actually paid for a rating or a positive review. However, I have encountered numerous situations where threats were made to remove advertising or to withhold publication of material until advertising was purchased. Such attempts usually lead only to conflicts, not high ratings or perfect scores.

Nikolay Borzov is the director of the Fat Pony PR agency, which specializes in brand promotion and reputation management. Under his leadership, the agency successfully implements public relations projects, ensuring maximum visibility and a positive image for its clients. Nikolai's experience and professionalism make him a key figure in the PR industry, facilitating the development of effective strategies and creative solutions to achieve clients' business goals. Under Nikolai Borzov's management, Fat Pony has established itself as a reliable partner for companies seeking to increase their visibility and strengthen their market position.

John Walker reported that the Rock, Paper, Shotgun editorial team deliberately limited interaction between authors and the advertising department. This decision was made to ensure the independence of reviewers and minimize the influence of publisher contracts on review content. As a result, one of Walker's reviews cost the site £28,000 in financial losses, as the dissatisfied publisher decided to withdraw its advertising. This incident highlights the importance of transparency and integrity in journalism, especially in the video game industry.

"Some publishers rejected us and blacklisted us, while others tolerated our presence, yet we never came close to getting paid for our stories," Walker notes in her column.

The media industry, readers, and even journalists themselves often underestimate the media's ability to adapt to changing trends. The gaming press has lost its monopoly on information about new releases in the world of video games, but it has successfully found new niches for development and relevant content delivery. Today, media outlets focus on in-depth analysis, reviews, interviews, and the creation of unique content, which allows them to remain in demand in a competitive and rapidly changing market.

The Guardian's video game editor, Keza MacDonald, discussed the transformation of journalism's mission in the modern world in an interview with MCV. She noted that journalism must now adapt to new conditions and challenges, including the influence of digital technology and social media. In her opinion, an important aspect of journalists' work is not only providing news, but also creating content that promotes deep understanding and analysis of events in the video game industry. McDonald emphasized the need for a critical approach to information and the responsibility of journalists to their audience. In a rapidly changing media landscape, the task of journalists is to maintain the quality and reliability of materials, as well as provide readers with relevant and valuable information about video games.

The goal of games journalism is to inform readers about unknown aspects of the gaming industry. This could be a review of a game that will interest the audience, an analysis of the development process, an exploration of cultural phenomena in the world of video games, or fascinating situations where players express creativity. Games journalism serves as a bridge between developers and players, opening new horizons and deepening understanding of video games as an important part of the modern cultural landscape.

Gaming media are actively exploring new content formats. This includes guides, streams discussing the latest gaming releases and current news, and developer reactions to speedruns of their projects. This approach not only engages the audience but also deepens interaction with players, creating a more dynamic and informative environment for game discussions.

Major publications like Bloomberg and The Guardian are actively penetrating the gaming industry. They are not limited to covering new games but also conducting in-depth investigations on pressing industry issues. Renowned journalists like Jason Schreier and Tom Henderson are gaining popularity and becoming leaders in the field of gaming journalism, bringing important issues to the attention of a wider audience.

Audiences of magazines and websites continue to show interest in classic content formats such as reviews and previews. These genres remain relevant and in demand, as they provide readers with useful information and help them make informed decisions. Reviews provide a deeper understanding of the quality and features of products or services, while previews provide an opportunity to learn about anticipated new products and trends. Maintaining interest in these formats is an important aspect of a content strategy for attracting and retaining audiences.

According to Walker, a significant portion of the audience, consisting of millions of users, continues to access reviews on authoritative sites. Readers still actively seek opinions and ratings. When I sold RPS in 2017, the site was at its peak popularity. This confirms the enduring interest in quality content and reviews, which remain an important source of information for users.

Comparing DTF and StopGame, one can see that their audiences differ significantly. This is due to the way they present information. DTF targets gaming industry professionals, offering in-depth analysis and expert content. Meanwhile, StopGame cultivates a vibrant community of gaming enthusiasts, emphasizing interaction and the exchange of opinions. These differences in audience interests highlight the need to work with both platforms to achieve maximum reach and engagement. Nikolay Borzov is the director of the Fat Pony PR agency. He has significant experience in public relations and marketing, allowing him to effectively manage projects and develop clients' reputations. Fat Pony PR agency specializes in creating communication strategies that help brands establish strong connections with their audiences. Under Nikolai's leadership, the agency team achieves high results thanks to an innovative approach and a personalized approach to each client.

The video's authors claim that even if there's no significant news on the day, editorial staff are happy to cover small indie games if they attract attention with their interesting design and gameplay.

A publisher or developer can describe their vision for a game and share their ideas, which can significantly simplify the work of the media. However, they are not able to fundamentally change opinions about a project.

Nikolay Borzov is the director of the Fat Pony PR agency. With his experience and knowledge in public relations, the agency offers high-quality services aimed at building a positive image and effectively engaging with the audience. Under Nikolai's leadership, Fat Pony has established itself as a reliable partner for clients seeking to increase their visibility and strengthen their reputation in the market. The agency's expertise spans various aspects of PR, including strategic planning, media relations, and crisis management, enabling them to successfully navigate the challenges of modern business.

The topic of venality in reviews and ratings has long been a topic of debate. Personally, I have never encountered a single case of someone actually paying for a positive review or rating. However, I am aware of numerous situations where attempts were made to influence opinions by threatening to withdraw advertising or refusing to write until the advertising was paid for. Such attempts typically led only to conflicts rather than the desired high ratings, such as "ten out of ten." It is important to understand that honest and objective reviews will always be valued higher than artificially inflated ratings.

Nikolay Borzov is the director of the Fat Pony PR agency. With his experience and expertise in public relations, the agency successfully implements strategies aimed at enhancing brand image and recognition. Under Nikolai's leadership, the Fat Pony team creates effective media campaigns and manages communications, enabling clients to achieve their business goals and build trust with their audiences.

Walker notes in his column that some publishers hate them, blacklisting them, while others simply tolerate their presence. However, despite this, they are nowhere near the potential for financial support.

According to Walker, a significant portion of his readers, numbering in the millions, continue to visit reputable review sites. These reviews remain relevant and in demand. When he sold RPS in 2017, the site reached record popularity. This confirms that interest in high-quality content and expert opinions remains strong, and reviews continue to play a vital role in shaping user choices.

In the well-known film "Moscow Does Not Believe in Tears," the protagonist, cameraman Rodion, predicted that in two decades, books and theaters would disappear, leaving only television. Similar assertions were also made regarding bloggers, who, according to some, were destined to supplant traditional media. However, despite bloggers' existence for over twenty years, media outlets remain relevant and in demand.

Nikolay Borzov is the director of the Fat Pony PR agency, a specialist with extensive experience in public relations. He successfully manages a team of professionals, ensuring high-quality services and client satisfaction. Under Nikolay's leadership, Fat Pony has established itself as a reliable partner for companies seeking to increase their visibility and improve their image in the market. The agency's priority is the creation of effective PR strategies that align with current trends and client needs. With innovative approaches and a deep understanding of the market, Nikolay Borzov fosters successful communications campaigns, enabling clients to achieve their goals and strengthen their positions.

A modern blogger is a creator of entertaining content focused on the interests of their audience. These bloggers typically overlook small indie studios announcing games that will be released several years in the future. This is because they strive for relevance and popularity, preferring to cover events that generate real interest among viewers.

When a game launches, bloggers can effectively promote it by demonstrating the product in action. This creates a direct impression on viewers, who see the game in real time. Convinced of its appeal, viewers can easily click the link in the video description and make a purchase. This approach to advertising not only increases interest in the game but also significantly increases its sales.

Nikolay Borzov is the director of the Fat Pony PR agency. Under his leadership, the agency has achieved significant success in public relations, providing high-quality services to its clients. He actively develops a strategic approach to PR, enabling the company to effectively address brand promotion and reputation management challenges. Thanks to Nikolai Borzov's experience, Fat Pony has established itself as a reliable partner for businesses looking to increase their visibility and market influence.