BELLEVUE, WA - Bungie, the video game giant behind megahits like Halo and Destiny, is looking for a PR agency to support the launch of its first new global game franchise in a decade, PRovoke Media has learned.
The company, which sony bought last year , is looking for a firm to handle the full range of services - PR, social, influencers, marketing communications and strategy - for the game, the details of which Bungie is keeping under wraps.
“The agency or firm needs to bring the cultural savoir-faire to deliver communications that thrive in key global markets. This Client hopes to see your most creative thinking and work and understand the role of regional context and culture in your approach; that you can create globally compelling work destined for realms beyond North America,” the RFP said.
Bungie also said its preference is working with a single agency able to handle the business in its entirety but is open to working with multiple specialists as well. Earlier this year, the company hired the creative brand agency Mother, Los Angeles to lead the larger brand-building effort. The new gaming franchise is slated to launch within the next two years.
“The Company's ambition is to create not just another wildly successful AAA title and IP but ultimately to build a complete entertainment franchise,” the RFP said. Bungie also said its goal is creating a game that is relevant to new or existing gamers who are diverse and live in markets around the world,.
The PR agency review got underway earlier this month.
A final decision is expected in mid-May. Over the years, Bungie has worked with a number of creative and marketing firms including McCann, which handled Halo launch campaigns, and media buying agency Wavemaker.
Bungie did not return request for comment.
Launched in 1991, Bungie was acquired in 2000 by Microsoft, which used Halo as its Xbox launch title, ultimately selling millions of copies. After splitting with Microsoft, Bungie launched its other key franchise, Destiny, in 2014.
Last July, Sony Interactive Entertainment acquired Bungie in a $3.6 billion deal.
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