"It feels like the influence of bloggers on promotion is declining," Nikolai Borzov from FatPony on the results of 2024

We continue to wrap up the year 2024 with teams and experts in the gaming (or gaming-related) industry. Up next is an interview with Nikolai Borzov, co-founder of the PR agency FatPony.

How was the year for the company? What achievements would you like to highlight?

This year has been tough. However, there is a sense of market recovery in both Russia and the West, where the last year or two have not been the most pleasant. In any case, we find comfort in knowing that our clients are satisfied with our work. We consider this our main achievement.

How has the gaming PR market changed over the year?

PR itself hasn't changed much. The ongoing debates about whether media are necessary or if press releases are dead continue, yet the caravan moves forward.

Has the practice of working with gaming companies changed? If so, how?

I would say that the client themselves have changed. This year, we found ourselves working more with small teams that, due to limited resources, focus more on performance marketing rather than traditional PR campaigns.

There's increasingly more attention on community building and internal platform festivals. The focus on bloggers remains, but there is a sense that their influence is also waning, leading to a kind of "banner blindness."

What reinforcement or emergence of trends in gaming PR do you anticipate in 2025?

We predict a significant increase in the influence of UA on project promotion. With the changing market and new technologies, the need for more flexible and direct approaches to audience engagement is becoming increasingly evident.

What plans does the company have for the coming year?

We plan to expand the number of services we offer (UA, influencer marketing, media). We are already actively working in this direction. Trial campaigns are being carried out. We might also undergo a slight rebranding.