C. Riana Manuel-Peña

Production, marketing, and content creation - Riana has seen many sides of the gaming industry first-hand, with credits including Halo 5, Ori 1 & 2, Tell Me Why, and Ghost Busters. This marketing maven has also combined her Diversity, Equity, and Inclusion education with her passion for games in her many appearances on shows such as Kinda Funny, IGN, Rooster Teeth, Paramount Plus’s Halo: Declassified, and as co-host of both What's Good Games and The Spawnies. Prior to co-founding D&R Media Consulting, Riana most recently served as Brand Director of the G4TV network during their relaunch, and as a Director at Zebra Partners PR helping clients to elevate their brands and reach their widest audience.

 Communication Strategy: Growing Video Game IPs for Global Success Beyond a Niche Market

Interest in creating ongoing IP releases and cross-medium adaptations from endemic video game companies and non-endemic licensors has seen a major uptick in recent years. The basic marketing goal remains the same - activating target audiences through advertising campaigns, experiential, or online events, influencer collaborations, and traditional PR. But a phrase among developers, "A game made for everyone is a game made for no one," means some games are tailored to a specific subset of players, and big-budget projects with high expectations need to land with as many consumers as possible. 
When expanding from a niche market or promoting a culturally representative product, how do we establish the inclusivity needed to build an enduring IP that appeals to a global audience? Additional questions include:

• What are some communication strategies for world-builders to balance authenticity with approachability?
• Which criteria should be considered when prioritizing goals for a sequel, expansion, or adaptation, i.e. wider reach, new audiences, other metrics such as weighing ‘what people want’?
• Where can we find examples of ongoing IP or adaptations that honor their origins while finding wider success? What lessons can we learn from them?