PowerA | 1UP PR

Case Study

PowerA

Client: PowerA

Platforms: PC, Xbox, Meta Quest

Project: Gamescom 2024

Services: Event Support

SUMMARY

Global leaders in gaming accessories, PowerA began work with 1UP in early April 2024, and we immediately got to planning for the various launches mapped out for the year. With Gamescom on the horizon, PowerA were keen on utilising the event as an opportunity to allow press to get hands-on with new and upcoming products, as well as to generally raise more brand awareness. 1UP was tasked with scheduling and managing press appointments for the event, as well as providing on-site support.

HIGHLIGHTS

Fully booked our event timetable with 46 press appointments scheduled
Accommodated approximately 10 additional walk-in press appointments at the event in addition to those scheduled, including GameBlog FR.
Over 30 games-specialist press (around 65% of our appointments) were secured in spite of the tech-focus and quantity of AAA announcements which debuted as part of the event, including Monster Hunter Wilds, Street Fighter 6, and more.

OBJECTIVES

Conduct outreach for Gamescom appointments.
Maintain communications with journalists — pre and post-event — to inform them of any changes to embargo timings to avoid leaks, and ensure they had all resources necessary to publish post-event impressions.
Support PowerA team during press appointments by way of introductions, identifying the most newsworthy information to relay, and reinforcing embargo timings with press.
Assist the team in placing samples of products during the event and secure post-event coverage.

Calling Tech Support

In mid-July, we prepared a pitch collating all details about the products being demoed and — most importantly — embargo timings. We recommended showcasing a combination of products recently launched, alongside never-before-seen accessories to encourage the interest of media. This included PowerA’s newest generation of FUSION controllers, all-new OVERPOWERED Series for PC & Cloud Gaming, Meta Quest range, and Xbox Wireless Controller SE - Fortnite Edition.

For an all-encompassing approach, we initially opted for a more targeted outreach in hope of securing key media and PowerA enthusiasts. In turn, we managed bookings with top tiers TechRadar and GamePro, as well as Sector and Dr Windows.

Prior to the event, the team poured a lot of time and resources into developing an understanding of the products to be demonstrated, and this — alongside extensive research to best tailor our pitches — proved integral in identifying these go-to outlets.

We also conducted broader outreach to media known to be attending the event. Before long we were looking at an almost fully booked schedule, which included tier 1 media like Windows Central, Mirror Gaming, IGN Israel, Notebookcheck and more.

Unfortunately, as Gamescom grew ever closer and more AAA titles began announcing their last-minute involvement, we faced the challenge of media experiencing appointment clashes and needing to reschedule with what little slots we had remaining. However, by leveraging our press relations we managed to reshuffle appointments without too much disruption, ensuring our success wasn’t undone.

With a fully booked schedule under our belts, several members of the team landed in Cologne to provide on-site support. Our core responsibilities were to handle introductions and oversee meetings, while reinforcing all embargo information and also identifying lucrative opportunities for product seeding with top tiers (Mirror Gaming, IGN IS).

Those supporting on-site also went the extra mile to get hands-on and familiarise themselves with each product to be shown personally. This meant that we were knowledgeable of all the key features and selling points, and could comfortably conduct press appointments in PowerA’s stead where needed, and alleviate pressure on our client.

Coverage post-event came from the likes of Windows Central and Sector, and Gamescom also led to reviews from Multiplayer, Gamereactor, Dr Windows.