Public Relations in Online Gaming

This report evaluates the issues faced by the Singapore Cyber sports and Online Gaming Association (SCOGA) and proposes a communication plan to improve PR functions with gamers.

Running head: PULIC RELATIONS IN ONLINE GAMING
PULIC RELATIONS IN ONLINE GAMING
Name of the student
Name of the university
Author note

1PULIC RELATIONS IN ONLINE GAMING
Table of Contents
1. Introduction..................................................................................................................................2
2. Issues faced by Singapore Cyber sports and Online Gaming Association (SCOGA).................2
3. Communication plan....................................................................................................................3
4. Target audience............................................................................................................................7
5. Measurement of success..............................................................................................................7
6. Conclusion...................................................................................................................................8
References........................................................................................................................................9

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1. Introduction
The online gaming and cyber sports evolved gradually in Singapore. The nation has taken
steps to support the interests of the online gamers through diploma courses, which has helped the
same in maintaining the efficacy of the operations. However, the different changes in the online
gaming industry are based on supporting the needs of the gamers. The report will be evaluating
the different issues that are faced by the gamers in Singapore. The report will also assess the
different steps that might be undertaken by Singapore Cyber sports and Online Gaming
Association in maintaining suitable PR functions with the gamers.
2. Issues faced by Singapore Cyber sports and Online Gaming Association (SCOGA)
The major issues that are faced by the Singapore Cyber sports and Online Gaming
Association (SCOGA) are based on the insufficient support of that the organization provided to
the gamers. The eSports have been introduced as a part of the 2022 Asian Games (Andreae,
2017). Therefore, the organization is expected to provide financial and talent based support to the
gamers for enhancing their operations and keep them motivated. However, the lack of suitable
resources has affected the organizational operations while operating in diverse international
markets.
Greydanus and Greydanus (2012) stated that the most crucial issue that is faced by the
gamers are due to the player inconsistency and frequent roster changes. The inability of the
organization, SCOGA, in providing sufficient monetary support and product sponsoring has
affected the Public Relations of the same while considering the different activities of the gamers.
On the hand, lack of suitable training programs due to insufficient funding has affected the

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growth of the organization while supporting the interests of the gamers (Li et al., 2013). The
lack of suitable product sponsoring events and promotional activities has restricted the
capabilities of the organization to reach out to the target groups of audience. Moreover, the lack
of suitable resource allocation capabilities has affected the organizational operations while
upholding the efficacy of the Public relations needs of the same. Lack of promotions and
marketing has affected the organizational capabilities of making the target audience aware of the
operations that the concerned business is undertaking. Seo (2013) stated that promotional
activities help organizations in maintaining the efficacy of the operations that are undertaken by
the same through making the target audience aware. It helps the organization in gaining the
support of the relevant stakeholders for fulfilling the objectives.
The major drawback that is encountered by the organization is due to the inadequate
funding, which has restricted their operations relating to training the gamers. On the other hand,
Lisk, Kaplancali and Riggio (2012) stated that the gamers switch their profession in order to
make their livelihood more stable as the organization is unable to provide the same with
adequate remuneration so that they might continue with their designation. The major issues that
are faced by the organization is due to the insufficient funding that the business receives from the
government. The restricted functioning of the organization has affected the efficacy of the same
in upholding suitable Public Relations with the stakeholders.
3. Communication plan
The communication plan that might be undertaken by the organization will be based on
the objective of making the target audience aware of the different propositions that are made by
the same. On the other hand, the communication plan will be helping the organization in

4PULIC RELATIONS IN ONLINE GAMING
maintaining the efficacy of the operation through making the stakeholders aware of their
objectives and thereby maximize the involvement of the same in the processes. The
communication plan is made with the objective of making the relevant stakeholders aware of the
different processes that are undertaken by the organization (Smahel, Brown & Blinka, 2012).
This section of the report aims at evaluating the communication plan that might be framed by the
same in order to maximize the involvement of the relevant stakeholders in the processes.
Goals Responsible
person
Medium of
communication
Timeframe Rationale
Making the gamers
aware of the
policies and
offerings of the
organization
PR manager of the
concerned
organization
E- mail.
newsletters,
website, social
media platforms
promotional
campaigns and
interviews
2- 7 months Making the gamers
aware of the
different activities
planned by the
organization will
be helping the
same in promoting
the offerings and
thereby maintain
the efficacy of the
PR (Borowy,
2012). On the
other hand, the
promotional
practices will be
helping the
association in

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maximizing the
involvement of the
gamers in the
online gaming
arena through
motivation and
support.
Making the
relevant
stakeholders aware
of the processes
that are undertaken
by the business
The operations
manager of the
concerned
organization
Social media,
dedicated portal,
meetings and
sessions
4- 9 months Making the
relevant
stakeholders aware
of the different
processes .that are
planned by the
organization will
be helping the
same in facilitating
the smooth
functioning of the
processes (Kim,
2013). Moreover,
the conscious
stakeholders will
be assisting the
organization in
maximizing the
involvement of the

6PULIC RELATIONS IN ONLINE GAMING
stakeholders in the
processes.
Undertaking
collaboration with
different
government bodies
and game
developing
institutions
The IT manager of
the concerned
organization
E- mails.
newsletters,
company website,
social media
platforms
7- 9 months Undertaking
frequent
communications
with the different
government
agencies and game
developing
institutions will be
helping the
concerned
organization in
maintaining the
efficacy of the
operations through
sufficient funding
and support.
Communication
with the relevant
business houses
will be helping the
association in
maintaining the
efficacy of the
operations of the

7PULIC RELATIONS IN ONLINE GAMING
same through
enhanced
collaborative
functioning.
The communication plan will be helping the organization in maximizing the involvement
of the stakeholders in the processes that are planned by the same. On the other hand, the
communication strategy aims at promoting the value that the business might create through the
enhanced collaboration with the stakeholders,. Therefore, the promotional strategy that might be
undertaken by the business in order to uphold the efficacy of their PR initiatives. The
promotional strategy will be helping the organization in making the gamers and the relevant
stakeholders aware of their proposition and the manner in which the collaborative functioning of
the same will assist the business in facilitating the interests of the gamers.
4. Target audience
The target audience of the concerned organization is specifically the gamers and the
people who are indulged in playing e- Games.
5. Measurement of success
The success will be measured through the assessment of the growing motivation levels of
the gamers in Singapore. On the other hand, the market assessment of the growth of the online
games in the respective nations will be helping to measure the success factors.

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6. Conclusion
Therefore, from the above analysis it can be concluded that the issues that are
encountered by the concerned organization, Singapore Cyber sports and Online Gaming
Association, might be mitigated through the creation of a clear communication plan in order to
maximize the involvement of the relevant stakeholders in the business processes.

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References
Andreae, N. (2017). Online Gaming. In The Challenge of Teaching (pp. 93-98). Springer,
Singapore.
Borowy, M. (2012). Public gaming: eSport and event marketing in the experience
economy (Doctoral dissertation, Communication, Art & Technology: School of
Communication).
Greydanus, D. E., & Greydanus, M. M. (2012). Internet use, misuse, and addiction in
adolescents: current issues and challenges.
Kim, M. H. (2013). Gaming Across the Divide: Racial Dynamics in e-Sports and the Changing
Landscape of East-West Relations.
Li, D. D., Liau, A. K., Gentile, D. A., Khoo, A., & Cheong, W. D. (2013). Construct and
predictive validity of a brief MMO player motivation scale: Cross-sectional and
longitudinal evidence based on Singaporean young gamers. Journal of Children and
Media, 7(3), 287-306.
Lisk, T. C., Kaplancali, U. T., & Riggio, R. E. (2012). Leadership in multiplayer online gaming
environments. Simulation & Gaming, 43(1), 133-149.
Seo, Y. (2013). Electronic sports: A new marketing landscape of the experience
economy. Journal of Marketing Management, 29(13-14), 1542-1560.

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Smahel, D., Brown, B. B., & Blinka, L. (2012). Associations between online friendship and
Internet addiction among adolescents and emerging adults. Developmental
psychology, 48(2), 381.

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