The beginning of a new year offers the opportunity to step back and reflect on what we learned from the trends and conversations that dominated the digital media and gaming industries over the past year. From brands embracing the metaverse to a diminishing divide between entertainment and gaming, 2022 was a launchpad for long-term changes to come. Based on our work this past year, our team at JSA+Partners made some predictions for what to expect from these fast-growing and ever-changing industries in the next 12 months.
1. An expanding definition of entertainment
With continued turmoil from the streaming wars, changing consumption habits, and record-low earnings, traditional entertainment juggernauts need to find fresh ways to effectively reach and resonate with audiences. This is creating a two-way street where IP can come from everywhere with an established community – gaming, social media, creators, web3 – meanwhile traditional IP needs to create new points of interaction – mobile gaming (Netflix’s new games studio), NFTs, Roblox. As the next generation of consumers seeks interactive, community-driven content, we believe entertainment will take on a new definition in 2023 and beyond.
2. Further industry consolidation
It’s no secret that the big guys can’t move fast enough to keep up with the times. As gaming, the creator economy, and digital media continue to be more important to consumers, bigger industry players have no choice but to jump in. Microsoft made headlines in 2022 with its move to acquire Activision-Blizzard, and Take-Two swallowed up Zynga. Meanwhile, we saw consolidation in the creator economy (Shopify acquiring DoveTail) and digital media (Candle Media acquiring ATTN:), for example. We’ll see this trend continue into 2023 as media and technology companies look to strengthen their market position through more M&A as the economic downturn makes it more difficult for smaller players to survive independently.
3. Greater need for data and measurement tools to show value
Amidst continued economic uncertainty, there will be increased pressure to prove value and need for clear, measurable ROI. As PR professionals, we know firsthand how it can be difficult to effectively show quantifiable, business results. Being strategic and innovative in the way you present the outcomes of your work, and finding ways to accelerate proof of concept, should be a top priority this coming year.
4. More meaningful metaverse experimentation
From the NFL creating in-game experiences in Fortnite to Nike’s new web3 platform .Swoosh, 2022 introduced us to new ways of consumer engagement in the metaverse. Large-scale corporations and global brands will continue to explore metaverse applications in 2023, but gone are the days where “experimenting to experiment” was a good enough reason to invest. Each activation will need to drive the brand forward and have ROI baked into the planning, whether it be improving the workplace, creating consumer products, or simply for entertainment.
5. New platform exploration and diversification
With Twitter’s questionable viability and regulatory uncertainty plaguing TikTok, the past few months have been trying for major platforms and their users. In response, we’ve seen users diversify to new social tools like Mastodon, Substack, and Discord, and expect the trend to continue through 2023. The other benefit of platforms like Substack or Patreon? Monetizing your audience and creating custom experiences for paid subscribers. This wayward shift will not only impact end users, but will require businesses to rethink strategies and workflows across communications, marketing, and more.
JSA+Partners is so excited to welcome Sean Morrison as our newest PR Manager! Sean is based in Massachusetts and joins us with extensive esports & gaming media experience, previously serving as the Editor-in-Chief of Upcomer and Esports Editor at ESPN. Welcome to the team, Sean!
I was so lucky to have the opportunity to work in sports and esports journalism for the past 14 years, but as any journalist can tell you, the field is increasingly unstable right now. I’d been looking at different ways to apply the skills I built as a reporter and editor, and the jump to PR felt like a familiar but exciting challenge. Still working on using the Oxford comma, but I think I’ll get used to it.
The vibe I got from the staff, honestly. Everyone seemed so friendly, approachable, and collaborative. I loved how passionate everyone was about their work and what I heard from other newcomers to the staff about how supported and integrated they felt even after a short time on the job. I wanted to be able to learn and make an impact right away with whatever job I took next, and JSA offered that along with a fantastic team and some great partners.
I knew it would be a bit weird to be on the other side of the pitch email, but the amount of time and personalization that goes into that work here at JSA really impressed me. Same thing with client prep for interviews and coverage reports; I didn’t have a great understanding of just how much a PR team can do to create success for partners, and it’s been so rewarding to be a part of building that success.
This one is tough, but probably Destiny 2. I started playing the original game in 2014 and have made such good friends through it. It’s a great way to keep up with people from college, too; we play games to catch up instead of the usual phone call. Call of Duty gets an honorable mention for the same reason, no matter how much of a mess it is.
Young gamer with Bay Area ties wins $75K in Madden Championship Series
We’re in a golden age of board games. It might be here to stay
Why streaming wars between Netflix, Paramount+, others are heading to video games
What to expect from the creator economy in 2023
Snapdragon Pro Series goes to Japan for Brawl Stars final in Tokyo
YouTube Stars Cash In Video Rights for Millions of Dollars
Apex Legends Global Series to host all of its 2023 LANs in London
The 7 Best Games Like Exploding Kittens, According To Reviewers
Snapdragon Pro Series names Samsung as presenting sponsor
Esports Awards 2022 Finals: List of winners across categories
Nobody wants to deal with a crisis, but as we all know, sometimes it’s inevitable. Although it’s impossible to plan for every unprecedented situation, it’s crucial for communications teams to have a strong framework for crisis planning in place that allows them to swiftly and tactfully handle any situation that comes knocking, and the new year is the perfect time to build it. In her latest on Forbes, our Founder and CEO Jennifer Acree shares four key tips for preparing for any unforeseen crisis:
1. Determine the proper response time.
In building out a crisis-response plan, start by determining your necessary response time. Depending on the situation, you might have a week to get your ducks in a row, or you might have only a matter of hours before a statement needs to be made public. It’s crucial to make sure you don’t rush the process and skip any steps such as gauging the current public response and consulting with all relevant team members.
2. Get ahead of the news.
Perhaps the most crucial part in determining your necessary response time involves a thorough audit of any existing news coverage and public input across the media landscape. Is your company being barraged with angry tweets demanding answers? Is your inbox drowning in media inquiries? Damage control is vital in these situations, so when crafting your crisis template, think ahead about how to keep the press at bay. Sometimes, a "statement before the statement" can do the trick, whether ensuring that the matter is being investigated or expressing a general stance on the broader issue at hand.
3. Consider all parties involved.
While public image is certainly top of mind in times of crisis, consider all constituents who might be impacted. That list could include customers, investors, and employees, for example, and you must make sure your plan accounts for them all. It’s important to remember that during a crisis, internal communications are just as vital as external communications, and often times the first step in a crisis plan should be an internal memo or team meeting.
Read Jenn's full article on Forbes.
Thank You!
We hope everyone had a wonderful holiday season and is enjoying the New Year so far! As always, thanks for reading JSA+Partners Monthly Digest. Please reach out with any questions, comments, or feedback.