Indie developer R8 Games approached us to help with the global launch of their anti-gravity combat racer Formula Fusion on Steam. Led by ex-Wipeout 3 dev Andy Walker and featuring the work of legendary Wipeout design shop The Designers Republic we jumped at the chance. Our job was to gain media exposure as well as run all of the Facebook and Twitter activity.


R8 Games


Formula Fusion



What we did

Launch PR

What we did

  • From virtually nothing, Big Games Machine built and delivered a multi-layered PR campaign
  • Helped co-ordinate R8 games presence at GDC 2017 as well as lining up ten interviews with key media including Polygon, Shack News, Develop and Gamesindustry.biz
  • Co-ordinated the design and creation of a series of limited edition postcard packs to give away to media and influencers
  • Game media training to the developers as well as developing media FAQ’s
  • Helped coordinate their presence at EGX Rezzed in London. We arranged 20 interviews and ran a live stream interview with the head developer
  • Liaised with Unreal’s team to feature the game on their blog as well as on social media
  • Worked with R8 Games to facilitate the creation of a full lineup of merchandise
  • Ran Twitter and Facebook 24/7 including scheduling daily ‘reveal’ posts, fan and community engagement and running competitions
  • Promoted the original dubstep soundtrack to music media
  • Secured over 50 pieces of coverage in the run-up to launch as well as substantial reviews coverage at launch

“working with The Designers Republic was really special”

It’s not often that you get the opportunity to work with genuine design legends – especially when it’s a game that’s been created by a small and independent studio.

We looked to make the most of the incredible artwork, creating sticker packs, limited edition glossy art cards and even a range of t-shirts for fans to buy online.

Formula Fusion - Gameplay and developer commentary

Live at GDC! Formula Fusion is a loving tribute and modern update to the high-tech racers of yesteryear.

Posted by Polygon on Tuesday, 28 February 2017

GDC 2017 

To help support the launch of Formula Fusion at GDC 2017 we arranged over 20 media briefings for R8 Games including Gamesindutry.biz, Kotaku, Hardcore Gamer, Shaknews and participation in a dedicated half hour live-stream play with Polygon. 

We also helped R8 games to design and produce a set of limited edition postcard sets to give to the media at the show. The postcards featured vehicle designs with team artwork from The Designers Republic. We also used the postcard packs for social media giveaways. 

EGX Rezzed 

To support R8 Games presence at EGX Rezzed in London, we arranged over 20 media interviews for them during the event. We also ran a live half-hour Facebook Live Stream interviewing the developers and ran a competition via social media to win limited edition prizes.

The Results

  • Secured 149 pieces of coverage from sites with a combined readership of 892 million
  • Gained coverage in Engadget, PC Games, Rock, Paper Shotgun, Eurogamer and more
  • 8.71 million estimated coverage views
  • Secured Youtube and Twitch influencer coverage with a reach of almost 1 million
Pieces of Coverage
Estimated Coverage Views
YouTube Video Reach