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Inside Track - Frazer Nash Communications is the Wargaming PR vet's new venture

Inside Track - Frazer Nash Communications is the Wargaming PR vet's new venture

Best known for heading up Wargaming's PR efforts in the UK, Frazer Nash departed the World of Tanks maker earlier this year to set up his own communications agency. We caught up with the man himself to find out more. 

Tell me about your company.

Frazer Nash Communications and PR Ltd is a marketing and PR agency. We do everything from arranging short-term coverage for new and existing releases and brand awareness to arranging promotional events and reviews. We are mostly known for PR in the video games industry, but we are also currently involved in promoting the Sci-Fi London festival and managing the PR for the film Chimera with Henry Ian Cusick. Quite simply, if you have a product and no idea how to gain awareness, give me a call. 

How has the last year been for you?

My last year with Wargaming was a really busy one. I have been lucky to work on World of Tanks since its earliest inception and before deciding to set up my own company just after Christmas, I was arranging various events such as the Tank 100 campaign which involved a variety of activities over a seven month period which included a Tank 100 app, placement of 100 virtual tanks in original locations across the UK, arranging a working Mark 4 tank to travel up from the Tank Museum in Bovington to Trafalgar Square in London.

What recent successes have you had?

Other than the Tank 100 campaign, if I were to single out one thing over the last twelve months, it would be winning the ‘Still Playing’ Award at the Golden Joystick Awards, recognising the longevity of the World of Tanks brand in the UK in which I have played an important part. In addition, deciding to set up my own company again and quickly gaining an initial client-base has been overwhelming and exciting.

What challenges are facing your sector in the market?

The challenges are pretty much the same as they have always been; trying to secure coverage in a crowded market, forever coming up with new and exciting ways to promote a product and pique the interest of the audience and journalists alike. Recently, however, I have seen the vast influence that YouTubers and bloggers can exert which can be challenging as they don’t play by your usual journalists’ rules! This isn’t a bad thing, but you just need to always have a Plan B if the Youtuber of the month decides that your game isn’t his/her bag.

How did you choose your company name?

My company name is my name pretty much! I am keen for people to realise that when you hire my company, you hire me. I will personally work on your product and ensure maximum coverage due to my experience and standing – particularly within the gaming industry. I’m unique, there’s no-one else quite like me!

What do you think are the most exciting market trends in games right now?
The ‘Free to Play’ format is proving to be highly successful at the moment. Games can be free to play and still be AAA and profitable. I anticipate more franchises moving over to this model in the future. Wouldn’t it be great if FIFA was free to play and players paid for their team selection?

What are your aims for the coming year?

This next year will be focused on arranging maximum coverage for my main clients; My.com, and Sci-Fi London. Armored Warfare is a brilliant game and I would like to see it get the recognition it deserves. I am respected in the industry for my honesty and integrity when promoting games with journalists – believe me when I say that this is a great game!

Contact: 

Email [email protected]
Skype: frazernashcommunicationsuk
Landline: 01296712522
Mobile: 07788971810

Want to have your company featured in the Inside Track? Email [email protected]


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 PCGamesInsider.biz. 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 GamesIndustry.biz, VGC, Games London, The Observer/Guardian and Esquire UK.

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