Kinetic Atom aka KA Games was a PR and marketing agency founded back in 2016 by Bethesda, Ubisoft and Square Enix vet Korina Abbott. Was? Well today the company is announcing that it is rebranding as Neonhive. Senior marketing manager George Morgan tells us more
Tell us about your company.
We're Neonhive, previously known as KA Games; a one-stop-shop for all your marketing, social and PR needs. We work with independent developers and publishers to create bespoke, ground-up strategic marketing plans for any size game on any platform. We also offer PR services, influencer outreach and Steam page optimisation, among a myriad of other things.
How has the last year been for you?
Personally, it’s been an exciting transition to move from publisher to agency. For the company, the last year for us has been a blast. We've worked on some wonderful campaigns including PC Building Simulator, Tick Tock: A Tale for Two and with some simply wonderful developers, and now we've had an entire re-brand for a new look and feel which we're super excited about.
What recent successes have you had?
To name a couple, we recently we worked with Dovetail Games to launch Fishing Sim World: Pro Tour, on The Irregular Corporation’s PC Building Simulator consoles launch and announced Superhot Presents for, well, Superhot.
We’ve also been offering a lot more hourly consultancy to companies that want to sanity-check their current marketing activities and smaller developers who need help with planning, audience profiling, social media organisation and sales data analysis.
What challenges are facing your sector in the market?
Naturally much like any agency, developer or publisher in the market, everyone struggles with visibility; however utilising key learnings from the massive back-catalogue of titles we've worked on (both at Neonhive and in other roles), across the fields of AAA/Indie and mobile, we're able to circumvent some of the issues found by others.
What do you think are the most exciting trends in games right now?
At the moment, the "rise of the underdog" brings a huge smile to our faces. Seeing much smaller titles on the carousel of Steam, seeing teams like ID@Xbox championing indie titles from incredible developers really makes us feel warm and fuzzy. Similarly, it’s been exciting to work on titles coming to Apple Arcade and see the wide range of developers who are announced as part of their lineup already.
What are your aims for the coming year?
We can’t wait to do more of what we’re doing! We love working with independent publishers and developers; understanding their needs and wants and providing the best service to match that. We like to keep it personal and friendly.
How did you come up with your company's name?
A real big spreadsheet with a whole lot of words on it. It was trial by committee so the whole team got involved, sat on a call and hashed it out. We love it. Overall we wanted something that sounded cool but a little nerdy at the same time. Plus, Korina, our founder really loves insects so it also felt very personal.