Major UK Film PR Agency DDA Expands into the Gaming Industry

DDA, a renowned PR firm with decades of experience in the film and TV industry, is making a strategic move into the gaming sector. Founded in 1970, the company has built a strong reputation with over 150 employees across its London, New York, and Los Angeles offices. Recently, DDA hired Gemma Cooper, a veteran of the gaming industry, as its director of gaming, and Julie La'Bassiere as its chief strategy officer. La'Bassiere, a BAFTA deputy chair, brings over 25 years of experience working with prominent companies like Tribeca, Obscured Pictures, and Apple TV. The convergence of film and games has become increasingly prominent, with successful adaptations like the Mario and Sonic films, The Last of Us and Fallout TV series, and Amazon's upcoming anthology series Secret Level. This trend has led DDA to explore the gaming industry, recognizing the growing overlap between film, TV, and games. La'Bassiere notes that DDA has been working on film franchises based on games for years, including Silent Hill, Max Payne, and Resident Evil. As the lines between these industries continue to blur, DDA aims to amplify its clients' messages across different platforms. Cooper's role is to bridge the gap between the film and gaming worlds, leveraging DDA's expertise in social media, publicity, and key outlet contacts to support game developers and publishers. DDA is taking a two-tiered approach, working with existing clients who are expanding into the gaming space, such as Netflix and Disney, while also seeking out new opportunities with indie studios. La'Bassiere emphasizes the importance of supporting smaller studios, citing the creativity and innovation that often emerges from these companies. Despite the current challenges facing the gaming industry, La'Bassiere remains optimistic, drawing parallels with the film and TV industries, which have also faced crises in the past. She believes that the gaming industry can learn from its sister industries by being open to new possibilities and embracing change. Cooper notes that the recent layoffs in the gaming industry have led to the emergence of new indie studios, which could lead to exciting opportunities in the future. Looking ahead, Cooper and La'Bassiere envision a future where the convergence of film, games, and TV becomes even more seamless, with technologies like Apple's Vision Pro enabling a 'borderless world' where entertainment experiences are accessible and interconnected.