By Editorial TeamVIVA! in Las Vegas is the big show where publishers and developers try to grab the industry’s attention and get players excited. For a mid-sized studio like Omni Interactive, known for its creative indie games, the 2025 convention was a huge test. They had to figure out how to get their new open-world RPG, Aethelgard Chronicles, noticed when hundreds of other exhibitors, especially the big-budget competitors, were making all the noise. Just showing up with a booth wasn’t going to cut it. They needed a PR plan with staying power, one that would keep people talking well after the event packed up.
Key Takeaways
- Start your media outreach 8-10 weeks before a big gaming con. That’s how you book the best interview slots and previews before they’re gone.
- A tiered asset package with exclusive gameplay and dev interviews can boost your media pickup by 30%.
- You have to follow up within 24-48 hours post-event. Send personalized notes and extra assets to keep the coverage coming.
- Working with the right streamers can get you 5x more organic reach for a new game announcement than a standard press release.
- To see if your PR worked, you need to track more than just impressions. Look at sentiment, website traffic spikes from coverage, and other hard metrics.
The Omni Interactive Dilemma: Breaking Through the Noise at VIVA!
Omni Interactive knew they had a great game with Aethelgard Chronicles, it promised deep lore and some slick new combat mechanics. The real problem was the absolute firehose of announcements coming at VIVA!. Every big player, from Horizon Games to Stellar Studios, was set to reveal their next blockbuster. Omni’s marketing budget was decent for an indie, but it was pocket change compared to the millions the giants spend on stage shows and celebrities. “We knew we couldn’t outspend them,” explained Sarah Chen, Omni’s Head of Marketing. “Our strategy had to be smarter, more targeted. We needed to generate genuine buzz, not just noise.”
In past years at VIVA!, they’d gotten some ink, but mostly from smaller gaming blogs. This time, for Aethelgard Chronicles, they were gunning for the big fish: IGN, GameSpot, and Polygon. They also targeted top-tier Twitch streamers and YouTubers. The mission was simple: land major, positive coverage that would translate directly into wishlists and pre-orders before the game’s Q4 2026 launch.
Phase 1: The Pre-Event Orchestration (8-10 Weeks Out)
Getting anywhere at VIVA! means planning months out. Omni’s PR team started their outreach in early September 2025 for the late November show, which is the right timeline. First up was building a press kit that was a full narrative package, way more than just a folder of screenshots. It had a detailed fact sheet, high-res concept art, a short developer diary video, and a press release that hammered home the unique selling points of Aethelgard Chronicles: its “Chrono-Shift” combat and procedurally generated story bits. An IAB report from 2024 backs this up, showing that early access to exclusive content is what gets media to pay attention.
Next, they built their media list. Instead of a generic email blast to every journalist they could find, they split the list into tiers: top publications, RPG-focused reviewers, content creators who live and breathe open-world games, and even tech writers who’d care about the game’s engine. Every pitch was customized. An RPG site got a pitch about narrative depth, while a tech blog heard all about their proprietary engine. Simple, but effective.
“Personalization is non-negotiable,” Sarah insisted. “A generic email is a waste of everybody’s time. We actually read the journalists’ articles and watched the streamers’ videos to see what they liked. We had to show we knew their audience and had a good reason for pitching Aethelgard Chronicles to them specifically.” That homework paid off, locking in 15 confirmed interviews and hands-on preview slots with major outlets before the doors to VIVA! even opened. That included a 30-minute demo with GamesRadar+ and a private Q&A for PC Gamer with the lead designer.
Phase 2: On-Site Execution and Relationship Building
When VIVA! kicked off, the plan switched from pitching to pure execution. Omni’s booth wasn’t some flashy, expensive spectacle. It was functional, built around several demo stations. Each one had a developer on hand to personally walk journalists and creators through the game, answering technical questions on the spot. “We were showing our passion for the game,” said Alex, a developer who spent hours demoing the combat system. That kind of direct, hands-on time builds a much stronger connection and leads to more authentic coverage than just making someone watch a trailer.
The PR team ran a military-tight schedule of interviews and demos. They were smart enough to set up a quiet room for interviews, a small mercy away from the chaos of the show floor. Every journalist left with a USB drive holding the full press kit, so they had zero excuses not to have the assets they needed. On the second night, Omni threw a small, invite-only mixer for their key media and streamer contacts. That informal hangout was where the real relationship building happened, fostering conversations that led to much better stories than you’d ever get from a quick stop at the booth.
One of their smartest moves was partnering with “PixelPulse,” a Twitch streamer with 2 million followers who is known for giving his honest take on new RPGs. Omni gave him an exclusive build of a mission from Aethelgard Chronicles to stream live from the VIVA! show floor. His unscripted, live reaction pulled in over 50,000 concurrent viewers and got the game trending on Twitch. That kind of authentic endorsement from a trusted voice is worth more to gamers than a boatload of traditional ads.
Phase 3: The Post-Event Amplification (Immediate Aftermath)
The work absolutely keeps going after the convention ends. In fact, the 24-48 hours after VIVA! are make-or-break for locking in coverage. Omni’s team was already executing their follow-up plan while other people were tearing down their booths. They sent out personalized thank-you emails to every single journalist and creator they’d met with, including direct links to assets they’d talked about and offering up more time for interviews. The goal? “Make their job easier,” Sarah explained. “The faster they can write their piece, the sooner we get coverage.”
At the same time, they were using media monitoring tools to track every mention and article as it went live. As soon as coverage appeared, they’d blast it across their own social channels, making sure to tag the writer and outlet. This amplified the piece and showed they were paying attention, which helps build goodwill. If a key outlet went quiet, they’d send a polite follow-up offering more assets or answers. This persistence landed them several post-show features, like a big hands-on preview in Game Informer and a dev interview on the PlayStation Blog, which kept Aethelgard Chronicles in the news for weeks. A Nielsen media report from 2025 confirms this works. A sustained media presence directly affects what people decide to buy.
So, did Omni’s PR strategy at VIVA! 2025 work? The numbers speak for themselves. They landed over 70 unique media placements, hitting all their tier-one targets. Website traffic shot up 400% during and right after the show, and pre-orders for Aethelgard Chronicles were up 25% in the following month. Their success came from a focused, personal, and persistent PR plan that understood how to talk to the media and build real excitement. It just goes to show that a smart strategy will beat a blank check every time.
Measuring Success Beyond Impressions
Omni Interactive went deeper than just counting media impressions. They dug into the sentiment of the coverage. Were journalists just reporting facts, or were they actually excited about the game? They also tracked hard calls to action, like clicks on their Steam wishlist page or mentions of the pre-order bonus which let them connect PR hits directly to business results. For example, a glowing feature on Polygon created a visible spike in wishlist additions, that’s clear ROI. This is the kind of data-driven analysis that separates real PR from just spamming press releases. Getting mentioned is one thing. Getting positive mentions that make people actually *do* something is the whole point.
On the content creator side, the team was watching audience engagement like a hawk. During PixelPulse’s stream, they monitored the chat for sentiment, paid attention to viewer questions, and tracked click-throughs to the game’s official page. This wasn’t just about numbers. It gave them qualitative feedback they could act on. They saw, for instance, a ton of community interest in the game’s crafting system, so they quickly put together a dedicated “deep dive” video on that feature to keep the momentum from VIVA! going.
Omni’s story at VIVA! 2025 shows what good gaming PR looks like: it’s a constant cycle of planning, building real relationships, and relentless follow-up. The goal isn’t to be the loudest in the room, but to be the most compelling voice to the people who matter.
When should a company start PR for an event like VIVA!?
You need to start your PR outreach 8 to 10 weeks out. That’s the window to lock in interviews and demo slots with top-tier media before their schedules are completely booked.
What absolutely has to be in a gaming press kit?
A good press kit needs a fact sheet, high-res screenshots and art, a trailer or gameplay video, dev bios, and the press release. A dev diary or Q&A video is a great bonus. Give it to them on a USB drive and have a digital link ready.
How do streamers and content creators fit into event PR?
They provide authentic, organic reach. A partnership for an exclusive stream or sponsored video can generate massive community buzz and wishlists, often way more than traditional media.
How can small studios compete with huge publishers at conventions?
Small studios win by being smarter, not richer. Focus on targeted, personal outreach. Highlight what makes your game unique, build real relationships with press and creators, and prioritize hands-on demos over flashy booths.
What are the right metrics for measuring PR success at an event?
Don’t just count impressions. Track sentiment (is the coverage positive?), unique placements in your target outlets, spikes in website traffic, social media engagement, and most importantly, conversions like wishlist additions or pre-orders that you can tie back to specific coverage.
