SEATTLE: NCsoft West, a division of Korean online game publisher and developer NCsoft, selected Hill+Knowlton Strategies as its AOR for North America following an informal review.
H+K's Seattle, San Francisco, Los Angeles, and New York offices are collaborating on the work for NCsoft West. The division is headquartered in Seattle and has operating responsibility for North America, Europe, South America, Australia, and New Zealand.
Lincoln Davis, director of corporate communications for the company, said NCsoft West chose the WPP Group agency because it “instantly liked the work, the caliber, and the passion [it has] for not only the gaming industry but for taking a unique approach toward PR.”
He added that H+K's expertise in the consumer and tech spaces also appealed to NCsoft.
The company's incumbent agency for the last two and a half years was High Road Communications, said Davis.
H+K, which began working with NCsoft West last month, helped the company launch the Guild Wars 2 game, focusing on media outreach and brand strategy. The game will officially launch on Tuesday, after soft-launching last Friday.
The agency is also working with NCsoft to engage audiences beyond the gaming space.
Davis said the gaming demographic used to be 18- to 34-year-old men. However, with “the introduction of consoles, the accessibility of PCs, the caliber of content coming within video games, and social and mobile gaming,” it has expanded to include other demographics, such as women.
With the help of H+K, NCsoft will engage gaming and general interest media, as well as specific journalists and influencers, to raise awareness of the brand and its portfolio of games.Earlier this month, NCsoft, which is known for its Aion, Lineage, Guild Wars, and City of Heroes franchises, reported an operating loss of $6.8 million in the second quarter of 2012 and a net loss of $6.4 million, year-over-year.