DDA, a leading film public relations agency in the UK, is expanding its services to encompass the gaming industry

DDA may not be widely recognized within the gaming realm, having its roots deeply embedded in the TV and film industries. This public relations entity, originally established in London in 1970, has extended its influence across continents, with significant offices located in New York and Los Angeles. The firm employs over 150 professionals.

In a strategic expansion earlier this year, DDA introduced its gaming division by appointing industry veteran Gemma Cooper, who previously worked with Media Molecule and Bandai Namco. The company also welcomed Julie La'Bassiere as its chief strategy officer in April, a notable figure who has held the BAFTA deputy chair position and served as CEO of its New York office. Her impressive portfolio includes past positions with Tribeca, Obscured Pictures, and Apple TV.

The blend of gaming and film has notably accelerated, spotlighted by the rise of game franchises adapting into popular series and movies, such as the Sonic film series and the Fallout TV series. Firms like DDA have navigated this trend, directly participating in publicizing such projects and aligning with prominent players like Amazon's "Secret Level," a forthcoming anthology from the creators of "Love, Death & Robots" that will feature standalone stories derived from popular game franchises.

Julie La'Bassiere shared insights with GamesIndustry.biz, emphasizing how DDA has been part of game-based films like "Silent Hill" and "Resident Evil." Over time, this involvement set the stage for the firm's intentional entry into the gaming industry.

As the convergence of these entertainment sectors continues, La'Bassiere noted how audiences now seamlessly consume content across film, television, and games, blurring traditional boundaries and reshaping public relations strategies.

Gemma Cooper clarified that the company's past in-depth knowledge of gaming was minimal, which prompted her recruitment to establish a dedicated gaming team. This initiative aims to leverage DDA's strong media connections to elevate smaller and independent game developers who lack widespread platform visibility.

"For all of our industries to grow and to expand, to be sustainable, we have to continue to support the small guys and girls"

Cooper outlined the firm's two-pronged strategy: engaging with existing entertainment collaborators like Netflix and Disney that are venturing into gaming, while also seeking out new partnerships. This dual approach allows them to capitalize on their extensive PR expertise and market reach.

DDA is not just focusing on the blockbuster titles but is equally eager to support independent developers, akin to its work with entities like BFI and Dogwoof in the film sector. La'Bassiere stressed the importance of fostering creativity from smaller studios for industry sustainability.

"Those silos that used to be film, television, and games… those walls are very thin, and they're not even really walls any more. They're more like curtains"Julie La'Bassiere

As DDA navigates its new path in the gaming world amid industry turbulence, marked by the streaming sector's own challenges due to the COVID-19 pandemic and other factors, La'Bassiere expressed optimism. She highlighted the resilience and collaborative spirit within these industries as pivotal to overcoming current adversities.

On the evolving landscape, Julie La'Bassiere remarked, "It may suck now, but it will get better," drawing from her extensive experience to assure that the industry's struggles present opportunities for innovation and growth, much as seen in film and television's past challenges.

Cooper, referencing recent layoffs, remains hopeful that new indie game studios will emerge, filling market gaps left by postponed AAA titles. This pivot, she believes, will lead to a richer ecosystem as audiences await major releases.

Looking ahead, both La'Bassiere and Cooper are confident that the integration between these entertainment spheres will deepen, driven by innovations like Apple’s Vision Pro, which could herald an experience devoid of traditional boundaries. They envision a "borderless world" where all forms of media blend effortlessly, widening access to creative content across the globe.