Frank PR's Andrew Bloch believes that launches have become even more important to create cut-through as the games industry becomes more mainstream. 'Games are now relevant to children, adults and families; there is a game out there for everyone. The need to stand out and generate attention is greater than ever. This is particularly relevant at launch,' he says.
With all eyes on the media, as launches become bigger than events such as film premieres, there is no better place to position your celebrity or brand.
It is also an opportunity for the celebrity in question to engage with a fan base who are also fans of the game, as Headstream social media strategist Tom Chapman points out.
'Celebrities at these events get fantastic exposure from the general press covering the event as well as from the games industry press there to view the game,' she says.
'This is also an opportunity for them to get involved with fans of the game and show off their passion and skills.'
However, Xbox head of PR for entertainment and devices UK & Ireland, Moe Farley, warns: 'It is vital to consider the local relevance. Work out which celebrities resonate in the market with the game's audience.'
Nintendo head of comms Robert Saunders agrees: 'Celebrity is important for particular audiences in that it makes consumers consider a category they might dismiss.'
