2020 in video games: Galaktus’ Mateusz Szukajt on online marketing, community games and small team innovations


Poland-based PR agency Galaktus specializes in PR and marketing services for gaming and tech brands in Europe and the United States. We caught up with Galaktus CEO Mateusz Szukajt to discuss what 2020 means for the company and the industry.

Mateusz Szukajt, CEO of PR agency Galaktus

How has 2020 treated the company?

It was obviously a difficult year for us because a large part of our annual income was serving brands at huge gaming events like IEM Katowice or Gamescom and we all know that didn’t happen in 2020. Fortunately, we were busy with other projects. Marketing budgets have been moved from offline activities to online marketing, influencers, etc. We signed several new clients. so this year will actually be better for us than 2019. We have expanded our team with some strong specialists and we are happy to have finally launched our board game studio and QA department. I’m sure if we weren’t in the game and didn’t have a strong foundation in games, PR, sales, marketing, esports, and hardware, we’d be in a much worse position. Thankfully, our strategy of being a very healthy, interdisciplinary games company has paid off, and we’re more than excited to see what 2021 can bring us.

What new trends in your niche do you think deserve attention?

When it comes to PR and marketing of games and hardware, I guess bringing budgets to online marketing has changed the normal scenario where a brand goes for a premiere, launch day, or just a period intense sales. Having a strong team of influencers has always been a must, but it turned out to be even more important than we thought. Facebook is no longer a brand communication hub and it’s all about community – Steam, Discord, Twitch and Twitter.

Are there any general trends in the video game industry that stand out to you?

Seeing that the top games of the year (apart from a few AAA games) are Among us, fall guys, animal crossing and underworld, I guess the more community driven a game is, the more likely it is to be successful. Innovations in gameplay are coming from smaller teams, and I think we’re finally realizing that a AAA sandbox isn’t the only experience high-end gaming can give us. The gaming world is more versatile than ever, and I think the next generation will surprise us with games that are even more innovative and engaging than we think.

As a business, what will you strategically focus on in 2021?

Our goal will be to grow our international team and the range of services we provide across Europe and the United States. Our goal will be to strengthen our QA department and eventually get into game publishing because it has always been close to what a game agency does, like ours.

What game releases caught your attention this year?

It was obviously underworld that blew my mind and took away a bit of my life. I’m an old PC, so intense experience underworld book was the one I had been looking for for a long time.

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