Game Republic kicked off the first GameDev Insights Ask Me Anything (AMA) session of 2026 on the Great Northern Games Discord with discussions around PR in games, with Game Republic Affiliate Becky Attard from Boost Communications. Topics included suggestions on how best to attract media attention, working with influencers and building communities around your game. The free Discord chat formed part of Game Republic’s activities for 2026 supported by Official Partners Red Kite Games, Xsolla and Double Eleven.
As a PR veteran with over 18 years experience in games communications, spanning across franchises like Total War, Avengers and Final Fantasy, Becky shared valuable insights into how PR can be utilised by developers to get their game not only noticed but remain relevant while building a community who stand behind it. Here are our top takeaways…
PR, communications matter more than ever
PR and communications matter more than ever in today’s games industry with the ability to secure funding and publishing deals being increasingly competitive. Publishers and investors now look for external validation alongside a strong concept, expecting clear evidence of an things like an engaged audience, active community participation, and genuine buzz or advocacy around a game.
“Getting your game noticed above all the noise is one of the most important challenges for developers right now.”
Traditional indicators like wishlists carry less weight, as they can be artificially inflated, while a smaller but passionate community often signals a more stable long-term value. As a result, effective PR is no longer just about promotion with it now being linked to funding opportunities, publisher confidence, and a game’s long-term visibility and success.
PR and Community building for your games
Developers should start thinking about PR and community building as early as the concept stage, rather than waiting until launch. Brand and communications planning works best when it runs in parallel with game design, and can help to clearly define what makes a game unique, why it matters, and who it is for.
“PR isn’t one-way anymore. Community is a conversation, not a broadcast.”
Strong PR is built with clarity about a games identity, consistency in how developers communicate and genuine connection by speaking to players as people rather than through marketing jargon. Equally, elements that define a games design don’t always translate directly into effective marketing, so design pillars often need to be adapted so that messaging is clearer and more easily understood by audiences.
PR vs Marketing – how do they work together?
Modern PR is no longer a one-way broadcast of press releases, and is now very much a two-way conversation with players and communities. Audiences increasingly expect transparency, insight into the development process, and to hear directly from developers themselves.
“People want transparency, process, and to hear directly from developers.”
Early-stage projects often focus on fully polished assets being produced and available to view by audience. However the hidden value of things like progress clips, development updates, and behind-the-scenes content are often more effective and appreciated. For indie developers in particular, authenticity frequently outperforms polish, helping to build trust within the community and keep interest high.
Platforms & Channels That Matter when promoting your game
Successful game communications rely on using the right mix of platforms and channels. Core owned spaces like Steam page, Discord server, and social media accounts can be essential foundations, with Discord in particular playing a key role in community engagement and feedback. But developers need to be mindful that these channels are not enough on their own.
“Go where your audience already is.”
External communities like genre specific Discords, Reddit groups or niche forums can be as important for reaching players who are already actively interested in similar games. The most effective approach is to meet audiences where they already are, whether that’s puzzle fans, cozy gamers, or other genre-focused communities.
Press and influencers: What works?
Effective work with press and influencers relies on targeted, thoughtful outreach rather than mass communication. Journalists and creators receive hundreds of pitches every day, so standing out requires personalised messaging that shows genuine understanding of their interests or coverage.
“Don’t blanket email people, tailor everything.”
Building and maintaining relationships remains one of the most important elements of successful PR, particularly long term. In many cases genre-specific press can be just as valuable as major sites, offering highly engaged audiences and more meaningful coverage for indie games.
The value of Steam events and Demos
Steam events can provide valuable exposure, but their effectiveness depends heavily on preparation. Steam Next Fest offers enormous visibility alongside intense competition, meaning participation alone is usually not enough.
“Finish your demo earlier so you can spend time promoting it.”
Smaller, genre-specific festivals tend to feature fewer games to more targeted audiences, but require the same active promotion to deliver results. In all cases, developers benefit from finishing demos ahead of deadlines, allowing time to properly promote and gain traction. Simply releasing a demo without a communications plan risks it being overlooked.
Events, shows and in person promotion
In-person events such as Comic Cons, expos, and meetups remain powerful marketing tools when approached with planning. Visibility is key, with effective branding, banners, stickers, or even costumes and cosplay helping games stand out in crowded spaces.
“Standing out doesn’t have to be expensive, it has to be memorable.”
Simply presenting on a laptop is rarely sufficient and developers should give attendees a clear reason to stop and engage with their game. Capturing wishlists, social follows, or Discord sign-ups is essential, and creative engagement through competitions, characters, or giveaways can significantly increase memorability.
Overall takeaways
Effective PR is built on strategy rather than volume, and success does not require a large budget but more thoughtful planning, consistent messaging, and genuine human connection. Community-building is no longer optional for game developers, it’s essential to help not only visibility but credibility and long-term success. PR, influencer outreach, live events, Steam presence, and funding opportunities are now tightly connected making communications a vital part of modern game development rather than an afterthought.
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