According to John Doe founder Rana Reeves, there are two key stages relevant to PR; the planning stage and the product launch. It is at the former that you should be working with game studios to involve your product for virtual alignment.
Say Communications' Stewart-Muir believes that unless you are a major brand, it is difficult to get your product into a game. But Headstream's Chapman says: 'The games industry is open to all forms of brand involvement to legitimise the world that has been created and bring the player further into the game.'
Should you miss the initial chances of involvement, Stewart-Muir believes PROs should not overlook the simpler online games due to their viral nature.
She says: 'Because of the long development time for your average console game, it can be difficult for PROs whose campaigns have much shorter lead times to work with them. But creating simple online games is a great way to interact with the gaming industry.'