Blizzard has posted War Within Alpha development notes for today which includes Arcane Mage and Demonology Warlock reworks!
Renaissance PR: “We work with people, not brands”
25.04.2024 - 13:45 / gamesindustry.biz / Sponsored
It’s hard to believe it’s been nearly a decade since Stefano Petrullo formed Renaissance PR.
Petrullo was well known to the UK games industry back in 2015, primarily for handling PR for Ubisoft, which included promoting games like Watch Dogs, Assassin’s Creed and Far Cry. He was well positioned to make the transition to being independent, but the rise of Renaissance in the years since has been nothing short of astounding.
It has had almost 100 clients in that time, ranging from giants like Atari, Plaion, Team17 and Tencent, to indie giants such as Bulkhead, Curve, and Square Enix Collective.
In 2023 alone, it promoted 150 titles via traditional PR, generating over 122,000 articles, which reached over 518 billion people. It also worked with content creators to promote 23 games, resulting in 3,600 videos and were viewed more than 38 million times.
The team now totals 12 employees and has been nominated this month for two MCV Awards in the Best PR Agency and Best Campaign category. Meanwhile, back in January it was acquired by global super agency 1SP, which allows the business to grow while retaining what makes Renaissance unique.
“1SP is made of 10 subsidiaries in 29 languages with 300 people to support the whole customer journey,” Petrullo explains. “But we also keep our identity and company culture allowing us to organically grow with the help of everyone else. This allows clients to spread their risk, costs and deliver great results, measurable from the really beginning.”
There are a few things that Petrullo feels makes Renaissance unique. There’s the passion about what they do – “Sometimes there’s too much,” he says. Then there’s the experience of the team spread across the US and UK, with everyone having at least six years behind them.
"I do not speak with Eurogamer, I speak with Chris, Tom, Zoe and so on"
And there’s the fact they are self-proclaimed “data driven addicts”. The team revealed that it sent nearly 550,000 emails last year, and sent out over 1,600 review keys to press and creators. The agency’s home is in Europe, so it’s no surprise that 66% of game mentions take place in European countries (with Germany, Italy, UK, Spain and France the biggest markets). But it has global reach, with 19% of mentioned in the US and nearly 11% in Latin America.
“Renaissance offers KPIs so you know what you are buying before signing a contract with us,” Petrullo tells us. “Our KPIs are based on coverage connected to the reach and being part of the marketing cog that can organically raise your wishlist numbers in preparation for a launch.”
But one of the key elements behind Renaissance’s rise to the top, Petrullo says, is how they work with the media and influencers. Specifically, it’s around the idea that they work
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