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May’s Rising Star talks games and film marketing, and why a good marketing professional is like a swan

Hannah Jacob joined Warner Bros in February 2017 and since then has worked tirelessly to promote a variety of its titles at a host of different events. Jacob is most likely the only video game PR that has arranged a ninja bootcamp, after all.

How did you break into games?

I fell into the games industry in 2013 while studying for a degree in Geography and Business Management at Loughborough University. I secured a yearlong PR internship at Warner Bros Interactive Entertainment, despite admitting in my interview that the only consoles I owned were a Wii U and a Gameboy Advance!

What is your proudest achievement so far?

Probably successfully managing my first PR campaigns for a selection of predominantly kids-focused releases, including The LEGO Ninjago Movie Videogame and Cars 3: Driven to Win. By using the halo effect of the games’ corresponding theatrical campaigns, as well as the well-established IPs, and by hosting engaging press events (including a ninja bootcamp!) coverage landed across key target media and both campaigns were a success.

What’s been your biggest challenge?

I work across film, TV and games, so my biggest challenge is working on many different projects at once. When it comes to working on the home entertainment campaigns for Tomb Raider, Ready Player One and Rampage however, being able to apply my knowledge of the games industry will certainly not be a challenge, but a great advantage.

What do you enjoy most about your job?

It’s cliché, but the fact that no two days are ever the same. Due to the fast-paced nature of the PR and games industry, the days fly by. I’m also fortunate enough to work alongside some of the best in the business – colleagues who have amazing experience and expertise, so I really enjoy being able to learn from them.

What’s your biggest ambition in games?

I’d like to inspire others, who might not have previously considered working in games, to get into the industry. There’s no specific type of person who can work in video games, so I’d like to encourage people to try, particularly as it is such an exciting time to be in the business. Seeing how the rapid developments in VR and AR affects and enhances the future of entertainment is going to be fascinating.

What advice would you give someone trying to get into games marketing?

Having a knowledge of the industry helps, but you don’t need to know everything about gaming. It’s about being willing to learn, and being able to be a swan – you have to paddle hard beneath the surface to get everything done, while remaining calm and composed up top.



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