When it comes to video game PR, the traditional formula of flashy trailers and celebrity endorsements still holds strong. But in 2024, the industry saw a shift in how PR teams approach their target audiences. While hype still plays a crucial role,player-centric PR has taken center stage, with campaigns that go beyond simply showing off a new game to include meaningful community involvement, long-term engagement, and co-creation with players. One of the best examples of this approach is Portkey Games’ PR campaign for “Hogwarts Legacy” in 2024, which brilliantly combined fan nostalgia, engagement, and content creator partnerships to make the game’s post-launch PR a roaring success.
“Hogwarts Legacy” was already a massive hit when it released in early 2023, but by 2024, Portkey Games knew that to maintain player interest and build momentum for future updates, the PR had to evolve. Rather than resting on its laurels, the team behind the game created a series of PR initiatives that actively engaged the fanbase and kept the conversation about the game alive.
1. The Challenge: Sustaining Interest After Launch
By 2024, “Hogwarts Legacy” had already enjoyed substantial commercial success, driven by a strong fanbase of Harry Potter enthusiasts and RPG lovers alike. The challenge for Portkey Games’ PR team wassustaining interest in a game that had already been released. After the initial excitement of launch had died down, they needed to maintain and build on that momentum while continuing to attract new players.
The key was keeping the magical world of Hogwarts alive in players’ minds long after the initial release window. Portkey Games faced the risk of letting “Hogwarts Legacy” fade into the background as other high-profile games came into the spotlight. What they needed was not just continued promotion of the game’s existing content, but a way to make players feel like they were still a part of the Hogwarts world—even months after the game’s release.
2. The Strategy: Engaging the Harry Potter Fandom and Influencers
Portkey Games’ PR strategy in 2024 focused heavily on fan engagement andcommunity-driven content. By harnessing the power of the Harry Potter fandom, the game’s PR team tapped into a rich and passionate fanbase, ensuring that the campaign didn’t just focus on the game’s features, but on the deeper, emotional connection fans had with the magical universe.
In-Game Events and Updates: Instead of relying on traditional marketing alone, Portkey Games worked to make the game feel like a living, evolving experience. They introduced newin-game events, tied to real-world moments, like special Hogwarts Halloween festivals and seasonal quests that aligned with major wizarding holidays in the Harry Potter universe. This created a continuous narrative for the game, ensuring that players felt there was always something new to discover.
Influencer and Content Creator Partnerships: Understanding the power of online communities, Portkey Games formed strategic partnerships with Harry Potter influencers and content creators across YouTube, Twitch, and TikTok. These creators, many of whom were avid Harry Potter fans, were invited to exclusive events where they got to explore the game’s updates early and interact with the development team.
Additionally, the campaign allowed these influencers to share their custom mods, fan theories, and evenin-game roleplay moments, which created a dynamic, player-led marketing buzz that extended the game’s presence beyond traditional ads.
3. Results: Community Love and Extended Longevity
Portkey Games’ focus on player-driven PR worked wonders. The campaign didn’t just sell more copies of “Hogwarts Legacy”—itrevitalized its community, created new content for long-term engagement, and built trust between the brand and its players.
By 2024, “Hogwarts Legacy” had maintained a loyal player base who felt invested in the game’s world. Player retention was high due to continuous updates, events, and personalized campaigns that allowed them to live out their magical fantasies.
The combination of fan engagement, influencer partnerships, and strategic content releases ensured that “Hogwarts Legacy” wasn’t just a game—it became an ongoing experience, drawing new players while keeping veteran fans engaged long into 2024. This PR strategy proves that by fostering a community-centric approach, video games can stay relevant and loved well beyond their initial launch.
4. Conclusion: The Power of Fan-Led PR in 2024
The success of the “Hogwarts Legacy” PR campaign in 2024 is a testament to the growing importance of player-centric marketing in the gaming industry. As players demand more agency and involvement in their gaming experiences, brands must move beyond traditional PR tactics and embrace a more community-driven, co-creative model. In 2024 and beyond, the most successful video game PR campaigns will be those that not only engage players but actively involve them in the story.
