Cary Kwok has been handling public relations since 1999, focusing specifically on video games since 2006. A lot has changed in that time.
"Doing PR almost 20 years ago was still very focused on core gamers," she tells GamesIndustry.biz. "It was working games enthusiast media to make sure that the game was front and centre, making sure we had great Metacritic scores. Being able to speak to the core was very important. But fast forward to 2022, there are still a lot of people who wouldn't self identify as gamers but are playing video games. The audience has dramatically changed."
For the first 11 years of her time in this sector, Kwok worked for Golin representing Nintendo through the transformative Wii era, before joining Rogers & Cowan PMK to spend five years handling Activision Blizzard's lifestyle PR. In October, she left this team to join BerlinRosen to guide its first steps into the games industry.