Sandbox Strategies Reflects on 20 Years of Evolution in PR and Marketing

The PR and marketing landscape has undergone significant changes over the past two decades, and Sandbox Strategies, a New York-based agency, has been at the forefront of this evolution. Founded in 2005 by Bill Linn, Rob Fleischer, and Corey Wade, the company has witnessed the rise and fall of various trends, from the decline of print media to the emergence of influencers and AI. In the early days, the focus was on print media, parties, and physical games, with a significant amount of time spent traveling to stores, press offices, and studios. However, with the shift to online platforms, the role of influencers has become increasingly important, and traditional media has taken a backseat. Corey Wade, co-founder of Sandbox, notes that the company had to adapt to this new landscape, which was unfamiliar at the time. One of the key challenges the company faced was promoting games that were not necessarily critically acclaimed. Valerie Norton, senior PR director, emphasizes that it is essential to approach each project with an open mind and focus on the people involved, rather than the game itself. "It's about taking every project for what it is and trying to enjoy it," she says. The company has worked with various clients, including Codemasters, Activision, and Telltale, on titles such as Dirt, Cabela's Big Game Hunter, and The Walking Dead. Norton highlights the importance of carefully evaluating each game and deciding whether it is the right fit for the company. "We want to work with games that we think we can do well with," she says. The COVID pandemic has brought about significant changes in the way the company operates, with a shift towards remote work and online meetings. Norton notes that this has allowed the company to work with a more diverse range of people, including contractors from all over the world. Despite the many changes in the industry, Norton believes that one thing remains constant: the importance of people. "It's still ultimately about people, and that's what it's always going to be," she says. The company has had its share of successes, including working on Baldur's Gate 3, which won numerous Game of the Year awards. Other notable projects include Just Cause 3, Fall Guys, and Telltale's Batman game. As the media and PR landscape continues to evolve, Norton thinks that the rise of independent journalism and newsletters will become more prominent. The company is also exploring new territories, including Latin America, and is proactively working with media outlets in the region. AI is another area that the company is keeping a close eye on, with Norton noting that the technology is changing rapidly. "We as a team had an offsite meeting to agree on our stance on how we approach AI," she says. "But because of how fast the technology is changing, that stance might have to be revisited again and again." In conclusion, Sandbox Strategies has come a long way since its inception in 2005. The company has adapted to the changing landscape of the PR and marketing industry, and its focus on people and relationships has remained constant. As the industry continues to evolve, it will be interesting to see how Sandbox Strategies navigates the challenges and opportunities that lie ahead.