A COMMS AGENCY DESIGNED

FOR THE WORLD OF GAMES

Where flexibility generates results.

Powered by established communications agency Alfred with over a decade working in the games space, Fraction has been created to service the growing number of games businesses worldwide, that are quickly starting, growing and scaling, and in need of support to effectively manage communications both externally and internally.

By working with our team of experienced senior consultants, we offer you a fractional Head of Comms who can guide and advise on the strategic approach to communications, working with you across both internal and external comms.

We ensure that your comms plan aligns with business priorities, and craft messages that will connect with players, talent, investors, VCs, and the wider industry.

  • Dan Neale

    MD

    A decade running comms. agency Alfred, and experience working with the likes of PlayStation, Amazon, Square Enix and EA. Brings to the table significant experience in comms. strategy and issues management, from helping a games company navigate headlines of “The worst game ever made”, through to team changes and company restructures. Dan oversees the delivery of FRACTION team, and is available for consultancy and support.

  • Debbie Lloyd

    Head of Comms.

    Senior comms. consultant that has experience helping businesses such as Miniclip, Outplay, and Gamera Games build their presence within the games industry, supporting the improvement of reputation and overall business profile. Able to quickly get to the key of messaging required, and relentlessly drives results for our clients.

  • Niall De’Ath

    Head of Comms.

    Fully tapped into trends and conversations that are impacting the world of games, and a PR machine having run the press function for 505 Games, HTC, Hutch, Outfit7 and Warner Bros. Highly connected, and passionate about helping his clients generate the attention deserved, while navigating the complexities of the industry.

Our Offering

Strategy & Messaging

A solid communications plan requires thought with regards to strategy and the messaging associated with the business. 

As part of onboarding, we’d run a strategy workshop, to get into the detail of the business, the core areas of strength and success, so a communications plan can be created that will deliver value - beyond simply just generating coverage in desired media outlets.

External Comms. & PR

Delivering the message to external audiences through media engagement, whereby we pitch your story to our roster of key industry contacts to get your news talked about by those that matter.

This could be securing placement of news around a new hire or investment, placing an interview to dive deeper into your story, or developing thought leadership content to highlight your expertise within the space.

Social & Digtial

From a corporate brand perspective, building and managing your online presence is key to maximising the reach of your story to industry stakeholders.

From LinkedIn and social company pages, to the profiles of senior leadership - we’e craft content plans, manage the posting and report on the results.

Our Approach

Our approach is a hybrid of an in-house hire, along with the benefits of an agency where clients can access senior support (incl. when issues or a crisis needs to be addressed, or a strategy developed), plus a wider team of specialists to deliver on communications and marketing goals. Everything you’d expect from an in-house Head of Comms.

Right now in the games space, there are fast moving opportunities and challenges from a communications standpoint, that businesses of all sizes need to tackle. Our offering has been designed to support companies that need support, but where it doesn't make sense to make a full time hire, or enlist a retained PR agency on a 12-month contract.

Flexibility is at the core, and driven by a collective passion of the team to help ambitious games businesses generate the attention they deserve, and connect with audiences in the most effective way.

Our Experience

Meet the team and explore if Fraction could work for you.

Schedule an initial discovery call to discuss your requirements, and if Fraction could be a solution that supports the growth of your business.

 FAQs

  • We'd integrate our Head of Comms., into your team through the following activities.

    • Comms. strategy and messaging workshops - define your message, who you are, to effectively communicate with audiences. Ensuring clear understanding from all parties on the approach and tone of the business.

    • Attending internal meetings to advise, source stories and content

    • Internal reporting and attending project meetings, through to board meetings 

    • Joining preferred platforms e.g. Slack - to collaborate with team members 

    • Introduction sessions with key stakeholders and team members 

    • Managing press alias for inbound media query management

    • Troubleshooting with community team, and support with response development to issues

    • NDAs and privacy agreements signed ahead of commencement 

  • In a world where CPIs are increasing, IDFA is making UA inefficient, and big players are spending billions on marketing, cutting through to reach VCs, investors, talent, opinion formers, consumers and community influencers is becoming harder. 

    However, with the right PR strategy, you can make an impact, and generate the attention required to support business growth and key initiatives.

    PR programmes naturally leverage traditional industry media, but there is also significant value created by investing in digital channels that connect with key players and opinion leaders, such as via LinkedIn. These individuals influence communities and consumers - building excitement for an upcoming game, or driving conversation around the next studio to watch.

    A great comms. strategy is all about getting someone else to say you are great, rather than advertising, which is all about telling the world you are great. While it may be true, someone else telling that story has much greater impact.

    This endorsement adds value - ultimately contributing to the building of a valuable brand.

  • Placing stories in the media is naturally part of the offering, but we also go beyond this and offer strategic support.

    This adds more value than simply just coverage clippings from industry media, we'd be a partner helping your craft your message to improve the reputation of your business in the games sector.

  • The talent market in the games space is highly competitive, along with the need of businesses to invest in their culture, adding new pressures to business leaders. 

    With all of this investment, it is not only desirable to build a business that attracts and retains top talent, but this investment can also aid your communications efforts, telling the story of why you are unique as a business, and what makes your studio the best place to work.

    Team and culture is a key element many investors and VCs are looking at, as ultimately the success of the business (and their investment), is going to be driven by the people across your team. 

    A robust internal comms. and culture strategy can add value to the business, fuel a motivated team, and support the building of a positive narrative with key industry stakeholders and investors. 

  • Every business will have different challenges, requirements and goals - so we develop a bespoke package based on achieving these ambitions ensuring that we encompass the core areas that you are looking for in terms of support, along with any other areas where we can add value.