Major UK Film PR Agency DDA Expands into the Gaming Industry

The UK-based public relations firm DDA, with over 50 years of experience in the film and TV industry, has recently ventured into the gaming sector. This move is a natural progression, given the increasing overlap between these entertainment industries. Founded in 1970, DDA has worked on numerous high-profile projects, including film franchises based on popular games. The company's decision to enter the gaming space is driven by the growing convergence of film, TV, and games, as evident in successful adaptations like the Mario and Sonic films, and the Last of Us and Fallout TV series. Julie La'Bassiere, DDA's chief strategy officer, notes that the company has been working on games-related projects for years, and this formal expansion is a response to the changing entertainment landscape. La'Bassiere emphasizes the importance of supporting both AAA and indie game developers, recognizing the creativity and innovation that emerges from the indie scene. Gemma Cooper, DDA's director of gaming, aims to create a gaming team that can bridge the gap between the film and gaming industries, leveraging DDA's extensive network and expertise to help game developers and publishers gain visibility in the market. As the gaming industry navigates its current challenges, La'Bassiere draws parallels with the film and TV industries, which have also faced significant disruptions in recent years. She advises the gaming industry to remain open to new possibilities and to learn from the experiences of its sister industries. Cooper and La'Bassiere envision a future where the boundaries between film, TV, and games continue to blur, creating a seamless entertainment experience. They cite emerging technologies like Apple's Vision Pro as an example of how this convergence can enable new forms of storytelling and engagement. Ultimately, DDA's expansion into the gaming industry reflects the company's commitment to staying at the forefront of the evolving entertainment landscape and to helping its clients navigate the opportunities and challenges that arise from this convergence.