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Creator & media outreach

Personal outreach. Emails are not enough.

“Hardest workers I know in no particular order
@InGameMenu @MetalJesusRocks @ModernVintageG @rick5292 and @badseedtech
Tons more but in my head. Those names pop all the damned time.”

Jeremy Penter (ACG)

ACG (Angry Centaur Gaming) · Video game reviewer

1.21 million YouTube subscribers

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Media relations and creator outreach

  1. 01

    Audience fit research

    We research relevant creators and media, and who their audiences are, before we reach out.

  2. 02

    Prepare the right message

    We explain why your game fits their content and audience, why they'd want to play or cover it, and what's in it for them.

  3. 03

    Direct messages

    Personal outreach on X, Discord, TikTok and Instagram.

  4. 04

    FirstLook / Creators.gg

    We use FirstLook and its Creators.gg network to connect games with creators, alongside our direct outreach. Creators can discover games and campaigns, while studios manage creator programs and access.

  5. 05

    Email outreach

    Concise, tailored emails that get to the point and make the next step clear.

  6. 06

    Access & materials

    Gameplay and key access, live press kits, assets and game-specific creator guides that help creators understand your game and prepare coverage.

  7. 07

    Follow-ups & questions

    We answer questions, check in after access goes out, and support creators as they cover your game.

  8. 08

    Coverage tracking

    We log coverage as it lands so your team can see what's out there and who's talking.

Rick's in-house work at MADFINGER Games

Building Gray Zone Warfare's Creator VIP program

Before inviting anyone into the VIP group, Rick spoke with each creator personally on Discord or by phone to get to know them, understand their audience and content, and gauge their interest in covering Gray Zone Warfare.

The private Creator VIP Discord grew to more than 300 mid to high-tier creators. Members got direct communication with the team, early footage and information, private presentations, testing opportunities, advance notice of major beats and a direct route for feedback.

Gray Zone Warfare Briefing title card over an in-game briefing room
Rick organized a closed-door gameplay presentation for approximately 100 creators before the public gameplay reveal.
Example channel list from the Gray Zone Warfare Creator VIP Discord, with channels for announcements, assets, devlog, sneak peeks, shared content, a VIP stage, feedback and support, Elite Operators and media outlets
Example channel layout from the Creator VIP Discord, as shown in the public case study. Channel names only. View full size
BigFry on Rick Lagnese’s communication with creators ahead of Gray Zone Warfare’s launch.

Results reflect the work of the whole MADFINGER Games team. Figures come from the public case study.

View Case Study

In the media

Selected coverage of games we've worked on. Some pieces came from direct outreach and interviews; others were published independently.

“It has clearly exceeded expectations.”
Rick Lagnese, PR Director at MADFINGER Games, quoted by Insider Gaming, May 6, 2024Read on Insider Gaming
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