MCV/DEVELOP News, events, research and jobs from the games industry
In the Feb/Mar issue of MCV/DEVELOP we featured our annual PR Panel, bringing together the good, the bad (in a good way) and the beautiful people of games PR to give us their take on what’s been going on in our beloved industry over recent months.
The magazine feature was essentially a “best of”, so to complete the collection here are all the interviews complete and uninterrupted. So far we’ve had Suzanne Panter and Alex Verrey. Today is the turn of Mike Hendrixen of Vertigo 6.
MCV: What’s been your personal PR highlight of the past 12 months?
Mike Hendrixen: I would say that the launch of EA Sports FC 24 has undoubtedly been the standout highlight. Being intimately involved in the name change from FIFA, after years of establishing it as a household name, was a monumental undertaking. The rebranding injected a renewed sense of energy and excitement into the franchise, capturing the attention of both gamers and football lovers. Our agency’s collaboration with EA Sports, football clubs and the Eredivisie in the Benelux region added another layer of significance to the launch. Working closely with these esteemed organisations allowed us to create synergistic PR strategies that resonated deeply with fans and gamers alike. The fusion of gaming and real-world sports not only elevated the profile of the game but also solidified its position as a cultural phenomenon.
What’s been the biggest comms faux pas and what should’ve been done to avoid it?
From a personal standpoint, I believe it’s super important to ALWAYS communicate clearly and openly, and especially in times of uncertainty. Transparency builds trust and fosters stronger relationships with stakeholders, whether they are developers, investors, or the gaming community at large. I believe good communication isn’t just about sharing info, dropping statements and not even about saying sorry, it’s about being honest and about connecting with others and making them feel like part of a community. By prioritising transparency, clarity, and proactive engagement, in the specific case of Unity it could have avoided the communication missteps that occurred.
Redundancies have barely left the news for 18 months. Aside from the loss of talented colleagues, what has been the implication for PR and comms?
First and foremost, I want to express my sincere sympathy for those affected by the recent wave of redundancies. That said, amidst the difficult circumstances, there are also opportunities that emerge, particularly for local agencies like ours. The restructuring of teams and resources often opens up avenues for smaller, more agile firms to step in and provide specialised support and expertise. Because the work in PR and communications still needs to be done. At Vertigo 6, we understand the impact of industry upheavals firsthand. In fact, our agency was founded by individuals who themselves faced redundancy in the past. This means that despite the changes in the industry landscape, our team possesses invaluable knowledge and experience honed over years of navigating the gaming sector.
We saw some great games released last year, but the sales numbers didn’t appear to line up with the acclaim. Have there been too many good games? What’s going on?
There are multiple things going on here. COVID-19 shook up the gaming industry, leading to a surge in sales as more people turned to gaming during lockdowns. But now, as things stabilised post-pandemic, sales might seem a bit slower in comparison. On top of that, with the economy facing inflation and even recession throughout Europe, gamers are being a bit more careful with their spending. They’re looking at their options more closely before splurging on new games, especially on the big-budget titles. Plus, there’s the fact that gaming isn’t the only form of entertainment out there. Concerts, vacations, and other activities are becoming pricier, so some gamers might be spreading their entertainment & leisure budget across different experiences. And let’s not forget, games themselves are getting more expensive too!
Are the days Twitter/X (aka Twix?) and mass-email-pitching numbered. What will replace them? AI? What will replace them? AI?
While AI will definitely change how we communicate, I don’t think platforms like X or mass-emailing will disappear entirely. Instead, we’re seeing a shift where both AI and traditional ways of connecting will be important. AI can help us do (boring) things faster and better, like analysing data and sending personalised messages. But at the end of the day, nothing beats talking to someone face-to-face or building a real relationship. Going to events, meeting people, and getting to know them personally will be even more crucial. It’s these personal connections that really matter, especially in a world where everything’s becoming more digital. So, while AI will help us, it’s the personal touch that’ll always be most important in PR and communications. It’s about finding the right balance between technology and good old-fashioned human interaction.
It’s been suggested that ‘information overload and standing out’ are the biggest PR issues right now. Would you agree and how are you attempting to overcome such challenges?
I don’t think standing out is a problem; in fact, it’s a crucial part of PR. As Seth Godin says, “be remarkable or be invisible”. We focus on understanding our local audiences and creating campaigns that really grab their attention. In a world full of information, it’s all about being authentic, creative, and relevant. So, while there’s a lot of noise out there, we believe that with the right creative approach, we can cut through it and make a real impact. Challenge us!
