PC Connects London 2019 - Meet the Speakers - Chris Hassell, Ralph Creative

PC Connects London 2019 - Meet the Speakers - Chris Hassell, Ralph Creative

Ahead of PC Connects London 2019 on January 21st and 22nd we are catching up with some of the big names that we have on-stage at the show.

Today we are catching up with Chris Hassell, the founder of London-based creative agency Ralph Creative to chat Fortnite, marketing and what his firm does 

Tell us a bit about the company. What does your role entail?

Ralph works across TV, video games, movies and music, helping entertainment brands connect with their consumers via social and live channels. I oversee the global strategic plan for Ralph in addition to sticking my oar in on Creative and hanging out with our amazing clients.

Why did you want to work in the games industry?

We don’t exclusively work in the games industry. But if you were to ask me about why wanted to work in the creative sector, I’d say it’s the variation in the work we do with some of the world’s most entertaining brands; always trying something new - nothing is ever from a template.

What advice would you give to anyone looking to get into it?

If you want a career in a creative agency, get some experience by working as an intern at an agency you admire and lock down what sort of role you think you’d be after; network and meet new people; read the marketing media; make sure you know what’s going on in the sector; don’t be afraid of rejection

What are your thoughts on the industry in the last 12 months?

From a marketing perspective (as well as just in general), the Fortnite effect has had a major impact. Fan-generated content, international sports stars busting Fortnite dance celebrations, Epic’s engagement with streamers and other influencers, piggybacking real-life events with memes, appealing to Millennials by being anti-establishment, but without actively encouraging parental disapproval. As with any marketing campaign, some of this you can’t plan. But Epic’s positioning and constant attention to Fortnite is a lesson for all entertainment sectors on marketing to Millennials and Gen Alphas.

What major trends do you predict in the next 12 months?

More of the above as the games industry looks to replicate the success of Fornite in terms of positioning and, of course, revenue.

How has the games industry changed since you first started?

From a marketing perspective, the biggest shift has been in content outside of the games themselves. It’s not enough to simply create a trailer using gameplay footage and hope that people look at it. Games publishers – as in other entertainment sectors – want content that will be shared via social media and by influencers.

Which part of the Connects event are you most looking forward to and why?

Learning about new gaming technologies and innovations as well as networking.

Tickets for just PC Connects London 2019 are available right here, with tickets for the entire show on sale here  - buy now to save big. 

More info about the event can be found right here

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.