Technology & Innovation
The pandemic’s impact still resonates across the gaming community and gaming content. In 2022, we have already seen major changes in video games, including increased content, inclusion of blockchain technology, and competition for headspace with traditional entertainment forms.
These changes to games provide gaming PR professionals with inevitable challenges but also with opportunities to create new stories, leverage new channels and reach new audiences.
So how can you make sure that your PR approach is staying tailored to today’s games? Below are some top 2022 trends for games and key PR tips to adopt. This is part one of a two-part series focusing on the broader changes happening in 2022 in the gaming industry, with PR strategies to help you carve out your own lane.
Trend #1: Biggest year for gaming content
This year is on track to be the video game industry’s biggest year in terms of content—across console, PC and mobile alike. COVID-related delays have inadvertently led to one of the most crowded and exciting gaming release calendars in recent years.
Trend #2: User pushback to blockchain technology in games
Many game companies are evaluating the commercial potential of using blockchain technology to support in-game cryptocurrency, tokens, NFTs and new business models such as play-to-earn. They are stuck between a rock and a hard place: many shareholders and investors want to see NFT strategies as they see it as “the next big thing”; however, gamers in the AAA space negatively react to the technology.
Trend #3: Gaming becoming mainstream entertainment
Game IP value spikes as transmedia becomes more relevant. Games IP becomes entertainment IP. We’ve lately seen a slew of high-quality, commercially successful video adaptations. These movies, TV shows and cross-game promotions have effectively portrayed stories, characters and themes.
By embracing these trends and utilizing these tips, you and your team will be in an advantageous place to use PR effectively.
Check out the second part of our gaming PR series that goes beyond games themselves and shares our top PR tips for 2022’s gaming industry changes and trends.