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PR Crisis Planning in the Gaming Industry

Published

7 years ago

April 9, 2019

PR Crisis Planning in the Gaming Industry Reading Time: 4 minutes

The gaming industry has an incredible fan-base. These fans will travel the world to take part in tournaments or to watch their favourite players.

There are very active communities that discuss pre-launch and post-launch games. Die-hard fans to recreational players, the community and interactivity that the gaming industry sees is incredible.

The issue with these communities, global and growing fans and channels of interaction is that things can get out of shape pretty fast.

The gaming public loves to speculate and they tend to be pretty good at expectation setting. It’s when things go wrong or the opposite of fan expectations that makes this industry show it’s depth with the public.

Mismatched messaging and mistimed releases spread like wildfire, from one community to another. From one poor review to hundred’s one small trigger can feel like a catalyst for impending doom.

But, like any other company you can be forward thinking and start conducting crisis planning. Discussing any crazy idea that could become a reality which will cause potential disaster makes a big difference. When disaster strikes you do not want to be fixing problems as you go along.

3 Gaming PR Disasters in 2018
You have most likely seen one of the PR disasters below last year, either from industry news. Or you could have seen it all unfold on platforms such as Reddit where the gaming community is strong.

EA’s Battlefield 5
A popular multiplayer franchise with an avid following until it left marketing for BF5 a bit lacklustre. The initial trailers were being accused of showing unrealistic battles and females in the field. This caused a stir with many fans and Patrick Soderlund reply caused a stir:

“These are people who are uneducated—they don’t understand that this is a plausible scenario, and listen: this is a game.” he also added to the statement “And we don’t take any flak. We stand up for the cause, because I think those people who don’t understand it, well, you have two choices: either accept it or don’t buy the game. I’m fine with either or. It’s just not ok”.

Diablo Immortal
Diablo for a lot of gamers is a game that they grew up playing. With it’s unusual style and ‘different’ formula the game has kept a solid and committed fan base.

So at Blizzcon, the Diablo fans were expectant of a Diablo 4 at the very least. Things didn’t pan out as expected and the actual presentation was very much against gamers desires – a mobile version.

Diablo fans started to accuse Blizzard of trying to cash in on mobile gaming. With the presenters response being “Do you guys not have phones?” the announcement didn’t go as planned.

The real problem here is that a Diablo follow-up game was announced after. Which could have avoided this drama and not getting referenced to as it is now.

Bethesda’s Fallout 76
A fantastic and much-loved game series as with the examples above, Fallot 76 was meant to be a big release. Yet, Bethesda went across the grain and instead of sticking with the style and format that the fans are used too, they changed things up.

The real problem was that on release the game was considered unplayable. Endless glitches and problems resulted in many complaints. Many people even requested a refund which was acknowledged at first but soon these were denied. For obvious reasons this didn’t go down well with the community.

Planning for Crises in Gaming
It’s pretty evident that with a gaming series you should stick with what works and not try to cash in on the user base. That’s a first but how can you prepare for the many other circumstances or scenarios that could happen?

PR crisis planning for gaming is exactly the same as any other industry. It takes time and working together to brainstorm the most ridiculous ideas to the most common but it allows you to pre-plan how to fix things.

Planning for a PR crisis needs full attention and to get various people from the company involved. I’ll break down into sections the steps to take in crisis planning.

1. Anticipate All Crises
There are no ideas which are too silly or far-fetched. Get as many ideas added with this exercise. Ensuring you cover all basis and as I said, there are no bad or silly ideas. The world works in mysterious ways so anything can happen.

2. Assemble the Team
You need to gather key people from all areas of your business. Sales, marketing, management and so on. These individuals will provide a unique view of your customers, industry and company that you may not see. Having various roles from parts of the company also make #1 much easier.

3. Spokespeople
Who will run the show during a crisis? The default would be the CEO. But, are they the right person for the situation? Again start to build a list of spokespeople that will be the key individual to speak with media etc during a crisis.

4. Monitoring Systems
In PR, especially a crisis, you need to start controlling the conversation as soon as possible. If the community or media take control, then you have a serious issue on your hands. Monitoring systems provide you with an easy way to hear what people are saying and engage with them.

5. Know Your Stakeholders
With the crisis examples above it may feel as if the company forgot about their stakeholders. Which makes this exercise even more valuable. When running through this everyone will get a reminder of who they are appealing to and why – avoiding any potential crisis too.

6. Holding Statements
These are silent press releases or dedicated newsrooms that wait in darkness for crisis to strike. They tend to be a selection of statements to address most of the scenarios that you have played out. With placeholders to swap in/out wording on the go.

Prepping for a crisis needs time, care and attention otherwise there are many risks that come with a runaway disaster. To maximize the crisis plan you can check out this indepth crisis planning guide that I also created with a downloadable spreadsheet.

Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: PR Crisis Planning in the Gaming Industry

Related Topics:gambling industry in Europe

George Miller

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Latest News

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

5 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

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‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

5 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

5 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: