The global digital entertainment giant curates and creates immersive content and gaming experiences to foster local stakeholder relationships and engage with the community.

The client

Nordisk Interactive manages the regional distribution and marketing of PlayStation all across the Nordics. Its purpose is to represent the PlayStation brand in the region and execute both multinational and local marketing activities to maintain top-of-mind awareness and strengthen consumer preference for PlayStation as the no. 1 platform for console gaming. The innovative product portfolio ranges from exclusive PS5 titles to a vast backlog of PlayStation classics, hardware, and digital services, such as PS Store and PS Plus.

The challenge

The digital entertainment and gaming industry has taken a substantial role in the global economy, which has created a very competitive market for PlayStation. That said, PlayStation has traditionally had a strong position in Finland, which members of the local gaming community also call the “PlayStation nation.”

The client’s goal is to retain and strengthen the market position by securing regular visibility for the brand and the entire product portfolio through earned, owned and paid media. Together, we are on a mission to generate consumer interest by providing locally relevant, buzz-worthy gaming content and PlayStation experiences to local reviewers, content creators, tastemakers, partners and highly committed members of the PlayStation community.

The solution

Republic serves as the local PR & communications partner for PlayStation in Finland, collaborating closely with the Nordic lead organization. The partnership is built on commercial PR activations and campaigns that run alongside daily press office services through which we manage relationships with Finnish media and influencers.

Together with the client, Republic coordinates the daily flow of information to the network of stakeholders, localizes communication assets, and plans effective PR tactics based on local market insights and know-how. With a strong hardware offering, Republic also ensures the effective management of local product inventory through sampling and seeding programs that put PlayStation right in front of key stakeholders.

The results

After almost a decade of ongoing cooperation, Republic has become a strategic partner for PlayStation in Finland. During this period, Republic has helped the client launch two console generations and dozens of games, built and developed a strong network of journalists and influencers to work with, and established a locally relevant communication style. Alongside the daily work, Republic has worked with PlayStation in several spearhead activations – such as gaming tournaments and other experiential brand activations and partnerships.

As one of the top-performing PR agencies in the region, we have contributed to PlayStation’s overall awareness and preference in the market by bridging the gap between the global brand and local audiences.

“Kaimana is an integral part of our presence in the Nordics. Their commitment and efforts to position PlayStation’s products in front of both media, content creators and our community is simply top-of-class. We highly value them as an agency partner in Finland, and would recommend them to anyone looking for a complete agency partner with expertise in all fields”

– Emil Søndergaard Larsen, Media Relations Lead, PlayStation

The meaning

Finland has cultivated a positive and diverse gaming culture that matches directly with PlayStation’s “Play has no limits” philosophy. Together we promote gaming as an immersive and accessible form of entertainment that invites everyone to enjoy the most innovative gaming experiences on PlayStation.

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