Backbone

Backbone, the leading platform for cloud and core gaming on mobile, has a mission to bring the excitement and connection of gaming to everyone.

The portable controller enables gamers to simply snap their iPhone or Android phone into the Backbone and play their favourite mobile, console or PC games instantly, on any screen using a single device. 

Backbone wanted to stay at the forefront of a gaming industry which is experiencing huge growth, currently accumulated by three billion users worldwide and increasing rapidly. It has been vital to maintain Backbone’s credibility within its core market, so our focus has been on establishing and maintaining top tier gaming publications, securing first-person reviews of the controller and news pieces around Backbone’s new product development.

We launched Backbone Pro, a next-generation controller engineered from the ground up to let players game on any screen with a single device—built for the future of gaming.

Backbone went through more than 9,000 part iterations and ran over 30 user research studies using a proprietary 3D camera system to measure hand movements and analyze thousands of hours of gameplay. The result is one of the most comfortable handheld gaming products ever built, with full-size joysticks, remappable back buttons, and a form factor that feels just right in users’ hands

Embargoed product reviews were coordinated with key contacts at national, regional, gaming and tech media, to get the product in their hands ahead of the UK launch, which was coordinated alongside a news release and influencer seeding. 

For Backbone’s key sales periods – including Prime Day, Black Friday and the Christmas gift guide season – we have positioned Backbone as a must-have gadget and the perfect gift for the whole family.

Beyond our traditional media work, influencer engagement has been a fundamental element of our PR strategy. We have seeded both lifestyle and gaming influencers, securing grid posting on an unpaid basis, and focusing on Instagram, YouTube, TikTok and Twitch.

Embargoed product reviews were coordinated with key contacts at national, regional, gaming and tech media, to get the product in their hands ahead of the UK launch, which was coordinated alongside a news release and influencer seeding. 

For Backbone’s key sales periods – including Prime Day, Black Friday and the Christmas gift guide season – we have positioned Backbone as a must-have gadget and the perfect gift for the whole family.

Beyond our traditional media work, influencer engagement has been a fundamental element of our PR strategy. We have seeded both lifestyle and gaming influencers, securing grid posting on an unpaid basis, and focusing on Instagram, YouTube, TikTok and Twitch.