CrossBorder International Team
Founded in 2013, Plan of Attack has grown to become one of the video games industry’s premiere PR agencies. We build bespoke campaigns tailored to each client’s needs, budget, and type of game. We understand that campaigns often need to pivot and that many clients don’t have experience with PR, so we’re always flexible and available around the clock to offer guidance and support. The high-level of service we provide is reflected in the fact that we often build long-term relationships with our clients.
What we do
PLANNING & STRATEGY
Plan of Attack isn’t just a name, it’s how we work. For every game, we build a bespoke plan that defines positioning, messaging, and the path from announcement to launch. We identify the right moments to speak up, shape PR beats and create a strategy that fits the game, the team and budget.
MEDIA RELATIONS
Media coverage doesn’t happen by accident. Drawing on long-standing relationships across global games media, we handle pitching, briefings, follow-ups and all general outreach, ensuring your story is clearly understood and accurately represented and reaches the right outlets at the right time.
COPYWRITING
We know what makes effective press releases, store pages, and websites, and we have the writers to deliver them. By identifying what makes your game or brand distinctive, we craft clear, compelling copy that tells the right story and communicates its value to the world.
MEDIA TRAINING & COUNSELING
From interviews and presentations to previews and panels,e can teach you the skills to stay confident and on message when it comes to interacting with the media. When things don’t go according to plan, we’re ready to help you respond in the right way.
CORPORATE COMMS
We help build brands that last. By defining your company’s personality, values, and long-term vision, we create a clear and consistent narrative that guides how you communicate over time. This foundation ensures your brand is understood, trusted, and recognised as your studio grows.
INFLUENCER CAMPAIGNS
Every influencer campaign we run is built from scratch. From data-led creator selection and organic outreach, to managing and negotiating paid partnerships, we focus on reach, engagement and measurable results.
EVENTS
From booking and managing meetings with press and creators, to attending in person and supporting your booth, we’ve got it covered. Whether it’s Gamescom, GDC, or PAX, we help you show up prepared, visible and ready to make the most of the opportunity.
SOCIAL MEDIA
We can curate your brand’s identity across multiple platforms. Using social media to highlight your brand’s values, share product news, and entertain and grow your audience converts customers into communities.
CLIENT SUPPORT
We like to think of ourselves as your in-house PR team: always ready to adapt, answer your questions, offer honest feedback and give you support wherever you need it.
MOCK REVIEWS
We work with former professional games journalists in a consultant capacity to deliver in-depth mock reviews. These provide an honest view of how your game is likely to be received by the press, highlighting strengths, weaknesses and opportunities to improve perception ahead of announcement or launch.
STEAM PAGE OPTIMISATION
Fine-tuning your page to align with platform best practices and player browsing habits. From the perfect capsule image and short description to the right tags, screenshots and animated images that break the grid to display your level of finish and love poured into your game.
Partner Services
CAMPAIGNS ACROSS ASIA
We work with trusted, on-the-ground partners specialising in games media relations and content creator campaigns across China, Japan, South Korea and South-East Asia. We scope, manage and coordinate localised campaigns with teams embedded in each territory, ensuring your game reaches the right media and creators with genuine cultural and market understanding.
TRAILER PRODUCTION
Live-action, CGI, and gameplay trailers built to drive measurable results, from awareness and views to wishlists and engagement. Every trailer is developed around a clear goal, narrative, and call to action, and delivered with campaign-ready cut-downs, crops, and social-first edits to maximise performance across channels.
KEY ART
With over 25 years experience in entertainment & gaming, we create hard-working commercial art which is optimised for ‘return on attention’ - making your key art as effective as possible in reaching and converting your target audience in an increasingly competitive gaming market where standing out is key.
AUDIENCE SEGMENTATION & INSIGHTS
By using a rich toolkit of global surveys, social listening and creative analysis tools, we answer deep questions that our clients have about their audience. This allows us to form a mutual source of truth layered on top of any internal data you have to give a clear POV on where the opportunities are & how we can communicate through content.
GLOBAL MEDIA BUYING
With a global media team with over 15 years experience in games, we have the coverage, expertise & credentials to help you reach your audience regardless of the budget pool. From laser targeted specialist spends to brokering showcases & building multi-layered programmatic/social & digital media plans.
360 LAUNCH CAMPAIGNS
We combine our creative expertise, audience insight & media muscle to build 360 campaigns that ultimately cut through to your core & stretch audiences. These can be digital only around a single peak moment or scale up to experiential builds at major gaming shows to reach a mass audience.
Featured Campaigns
PLANET OF LANA II: CHILDREN OF THE LEAF
Plan of Attack worked with long-term partner Thunderful on the campaign for Planet of Lana II: Children of the Leaf from announcement, to launch, and beyond. The game is a stunning cinematic puzzle platformer developed by Wishfully Studios and...
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SEKTORI
Plan of Attack executed a communications campaign in Europe, Australia, and North & South America for Kimmo Lahtinen’s hyperkinetic twin-stick shooter Sektori for its November 18th, 2025 launch on Steam, PS5, and Xbox Series platforms. ...
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CONSTANCE
Plan of Attack partnered with btf, later rebranded to Blue Backpack, to launch Constance, 2D hand-drawn metroidvania featuring a paintbrush-wielding artist, striving to escape from a colorful but decaying inner-world. ...
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