Esports is booming and Gfinity’s launch into the UK scene had to be momentous and sustained over a three month duration. First and foremost PR’s job was to tell gamers that the tournament was taking place and to sign them up. The media approach took two strands; to gain consumer coverage in must have titles and profile the impressive senior team behind the brand. Our challenge was that esports in the UK isn’t entirely embraced and our media intelligence backed this up – we had no easy task.
We approached our challenge with the same mentality as a production news room team working on a weekly show (after all, the tournaments are a show with huge spectator numbers). We researched industry news, the latest gaming community topics and brainstormed creative news hooks to hit print, online and broadcast media consistently week after week. The results – KO!