Product positioning for the ultimate game console

Backbone, the leading platform for cloud and core gaming on mobile, launched in 2021 with 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 One and play their favourite mobile, console or PC games instantly, whether it’s on the App Store or streamed through cloud gaming services, such as Xbox Game Pass, Amazon Luna, Nvidia GeForce Now, as well as streaming games via Remote Play.

Backbone wanted to become a voice within the gaming industry which is experiencing huge growth, currently accumulated by three billion users worldwide and increasing rapidly. It was important to maintain Backbone’s credibility within its core market, and so in the initial phase we engaged well-respected gaming publications to secure first-person reviews of the controller.

Building on this, we were tasked with ensuring Backbone’s recognition transcended the gaming community. To reach wider audiences, we started getting the product into the hands of leading gaming and technology journalists across mainstream national, tech and lifestyle media. Heading into Christmas and peak gift guide season, we then 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 TikTok, Twitch and Instagram.

While we continue to ensure Backbone maintains its credibility as a product, it was equally as important to establish Backbone as thought leaders and a respected voice within the gaming and business sectors. To do this, we secured commentary opportunities for the founder of the business, Maneet Khaira, placing his expert industry insights.


pieces of coverage secured in the first three months of working together


pieces of media coverage throughout the course of 2023

5 million+

combined following from influencers engaged on an unpaid basis