Sandbox Strategies Celebrates 20 Years in PR: Reflections on the Ever-Changing Landscape

As Sandbox Strategies marks its 20th anniversary, the company's senior PR director Valerie Norton and co-founder Corey Wade look back on the evolution of games PR, sharing insights and lessons learned from their experiences. Founded in 2005 by three former Rockstar Games employees, the agency has adapted to the shifting landscape of the gaming industry, from the demise of print media to the rise of online influencers and AI. With a focus on combining marketing and PR, Sandbox has worked with a wide range of clients, including Codemasters, Activision, and Telltale Games, promoting titles such as Dirt, Cabela's Big Game Hunter, and The Walking Dead. The company's approach has always been centered on people, whether it's building relationships with clients, journalists, or influencers, and finding ways to promote games that resonate with audiences. As the industry continues to evolve, Sandbox is poised to face new challenges and opportunities, from the growth of independent journalism to the integration of AI in PR strategies.