When global becomes local.
The key is in connecting pop culture, gaming, and the creative industries.
PlayStation is a globally recognised brand in the world of gaming, but to bring its exclusive titles even closer to Croatian audiences, it was essential to create localised and relevant communication activities.
Games such as The Last of Us Part II, Ghost of Tsushima, Days Gone, and Horizon Forbidden West deserve the attention of a wider audience. The goal was to build emotion and experience, not just deliver a sales message.
For more than six years, we have continuously developed and implemented the PR and influencer strategy for PlayStation Croatia, including the promotion of major exclusives, collaborations with content creators, event organisation, and partnerships with media and academic institutions.
We combined three key communication streams:
- Gaming influencers and content creators — YouTubers and streamers as the main promoters of new titles among the target audience.
- Lifestyle and specialised media — for stories that go beyond the game, exploring narratives, design, and emotional depth.
- Collaboration with the academic community — through a unique fashion and creative interpretation of the gaming world.
The results:
- Over 100 collaborations with influencers and creators in recent years.
- Consistent media coverage of major exclusives and PlayStation innovations.
- The project with the Faculty of Textile Technology (TTF) became a benchmark for the successful integration of gaming into the academic and cultural context.
- The PlayStation Croatia community on social media recorded a significant increase in engagement during campaign periods.
Collaboration with PlayStation has shown that a long-term communication strategy, built on partnerships with relevant stakeholders — from influencers to universities — can create added value for the brand, provide a cultural context for gaming, and foster a deeper emotional connection with the audience.