This merging of audience engagement has allowed us to execute programs for the largest game publishers to the most nascent start-ups, supporting all genres plus the hardware and peripherals that drive the life and play patterns of a gamer. As the medium has moved into arenas such as virtual reality and esports, B/HI has shifted with it.
The summer of 2016 yielded two projects in support of Square Enix that truly brought B/HI’s expertise to light.
For Deus Ex: Mankind Divided, we led a multi-year campaign designed to build excitement ahead of consumer launch. Themes from the game were front and center, as we utilized every major convention and even hosted our own Human By Design conference focused on human augmentation. Fans and media alike couldn’t get enough of the 3D printed bionic hands featured at the Deus Ex: Mankind Divided event at E3.
Rise of the Tomb Raider kicked off a yearlong celebration for 20 years of Tomb Raider. This franchise brought a wealth of content and storytelling opportunities – from unreleased promotional videos to VR content. Feature stories in Rolling Stone and The New York Times tapped into the trend of the strong female heroine. We also partnered with the Guinness Book of World Records, bringing together 270 cosplayers at Paris Games Week to officially set the record for the largest gathering of Lara Crofts.
That’s right, 270 Lara Crofts.
A program based just on a game will yield standard expectations. A program that combines gaming with mainstream entertainment and influencers will yield epic results.
In November 2018, B/HI’s Interactive Gaming Practice produced its own spinoff, launching GG, a dedicated esports group offering a range of services to both endemic and non-endemic esports organizations and brands. Named after the universal esports shorthand for “good game,” GG is the AOR for a host of leading esports franchises and organizations, offering them a path not only to core PR execution, but services such as talent management, IP creation and corporate citizenship.