Playing as one
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”Republic’s work for the media, content creators, and our community is simply top-notch. We greatly value Republic and highly recommend them to anyone looking for the perfect agency partner.”

Emil Søndergaard Larsen
Media Relations Lead, PlayStation

PlayStation holds a strong position in the global digital entertainment and gaming industry. Our mission is to strengthen PlayStation’s standing as the leading console gaming platform across the Nordic region and further grow its popularity in all Nordic markets.

Our insight

PlayStation holds such a strong position in Finland that Finns are often referred within the gaming community as “the PlayStation nation”. In other words, a global brand is perceived locally as something of its own. This level of success has required consistent, long-term work to maintain strong relationships with existing players while engaging new audiences in ways that feel genuinely local.

We recognized that the most effective way to achieve this was by strengthening the position of gaming culture and shaping the broader public conversation around games. This meant driving discussion in mainstream media and social channels, where traditional gaming content does not always reach wider audiences.

Our solution

Republic serves as the strategic PR and communications partner for Nordisk Interactive, PlayStation’s Nordic distributor, across all Nordic markets. Through ongoing media relations, campaigns, and deep local market insight, we bring a global entertainment brand closer to both media and audiences. Our work is guided by strong industry expertise and an in-depth understanding of the media landscape. We support journalists, localize communications, and maintain extensive networks of media and influencer contacts. Our efforts generate visibility around everything from product launches and game creators to accessibility initiatives and broader pop culture phenomena.

In addition to PR, we have developed a range of content concepts. One recent example was a social media campaign created to support the launch of SAROS, the latest game from the Finnish studio Housemarque. The concept was inspired by humorous jokes circulating within the gaming community and playfully highlighted the game’s signature fast-paced gameplay through a finger workout program designed for gamers.

The campaign, which was launched on PlayStation’s Nordic social media channels, resonated so strongly with audiences that it was exceptionally adopted by the global @PlayStation account. Beyond the global channel, the campaign was also rolled out across PlayStation’s major European and Asian market accounts.

Our impact

Over more than a decade of collaboration, we have grown from PlayStation’s local communications partner into its Nordic PR agency. Together, we have helped establish PlayStation as the leading brand in the console gaming category and one of the top three names in digital entertainment across the Nordic region.

During our partnership, we have launched two generations of PlayStation consoles and dozens of game titles, while building a strong network of media and influencer relationships. This work generates thousands of earned media mentions every year, including coverage in key mainstream media outlets.

What we did

Concept design
Communication plan
PR campaigns
Event planning
Content creation
Photoshoot planning
Influencer marketing
Media relations
Press office services