Our Robot Helped a Gaming Company Get Featured in National Press – Here’s How
In today’s fast-moving digital world, media coverage can be the difference between a company’s obscurity and fame. And when it comes to attracting the spotlight, few tactics work as powerfully as robots in action. At Robots of London, we’ve been bringing robots to the front lines of events, campaigns, and public relations strategies for over a decade. But this story is something special.
A UK-based gaming company partnered with us to trial one of our interactive humanoid robots—and within weeks, they found themselves featured in national press, industry journals, and viral social media posts.
Here’s how it happened, why it worked, and how your company could be next.
The Client: A Fast-Rising Indie Gaming Studio
Our client was a mid-sized indie gaming company with big ambitions. They had recently launched a multiplayer fantasy game with cutting-edge graphics and immersive storytelling. The problem? In a saturated market, they struggled to differentiate themselves from the competition.
They had no trouble building a loyal community of gamers—but they wanted mainstream attention. Traditional PR wasn’t delivering the excitement or headlines they hoped for.
The Goal: Generate National Media Coverage for a Game Launch
The marketing team came to Robots of London with a simple but bold goal:
“We want to create a moment—something the press can’t ignore.”
They needed an angle, a hook, something that combined technology, storytelling, and human interaction in a way that aligned with their brand and game narrative.
They had already explored influencer campaigns, Twitch streamers, and digital ads. But they wanted something physical. Something memorable. And that’s when we suggested:
“What if a robot launched your game?”
The Strategy: Deploy a Customised Humanoid Robot at Their Launch Event
With our team of robotics consultants at Robot Center and the event specialists at Robots of London, we created a robot-led campaign that combined:
Physical presence: A humanoid robot stationed at the launch event.
Verbal storytelling: The robot was programmed to introduce the game to passersby, demo its storyline, and even roleplay as a character from the game.
Social engagement: Attendees could film selfies with the robot, and we encouraged hashtags and uploads in real-time.
Media hooks: We worked with their PR team to position the robot as a unique, tech-forward twist in the entertainment industry.
The Execution: A Robotic Game Host Like No Other
On launch day, the robot didn’t just stand there—it led the experience. It was programmed to:
Greet attendees in character.
Ask quiz questions related to the game’s plot.
Hand out promotional codes.
Interact with press journalists with pre-set soundbites and on-brand humour.
The robot was equipped with a 27-inch screen that looped game trailers and showed Twitch clips of players already online.
Within 30 minutes, people were queuing to get photos, interviews, and TikTok moments with the robot. Press who had declined earlier invites suddenly showed up, intrigued by the buzz.
The Results: National Media Coverage and Viral Buzz
Here’s what happened over the next seven days:
5,000+ photos were taken with the robot.
The robot appeared in four national newspapers, including The Independent and Metro.
It was featured in a BBC Click segment on robots in entertainment.
The client’s launch-day social media engagement increased by 740%.
Twitch stream views grew by 43% over the following week.
One TikTok clip featuring the robot gained 1.2 million views in 48 hours.
The robot had become the face of the game—and that face was now in the press, on TV, and in the minds of potential players.
Why Robots Work for Publicity
Robots don’t just attract attention—they command it. Here’s why this strategy was so effective:
1. Novelty Value
Robots are still a rare sight at public events. When one shows up, people stop and engage. That novelty becomes a media magnet.
2. Storytelling Power
We worked with the game developers to map the robot’s personality to an in-game character. That narrative consistency made it feel authentic, not gimmicky.
3. Hybrid Marketing Tool
The robot functioned as a:
Presenter
Brand ambassador
Video screen
Interactive kiosk
Lead generator
In short, it’s a multi-channel campaign wrapped in a futuristic shell.
What We Did Behind the Scenes
To make this campaign work, our team of robot consultants, engineers, and brand strategists worked for weeks on:
Programming voice and behaviour: Using natural language processing and pre-scripted dialogue.
Customising hardware: Including game-themed LED lighting, props, and even a robotic sword for effect.
Training onsite staff: So the robot could run with minimal human oversight.
Coordinating PR outreach: Providing media kits that framed the robot as a story, not a sideshow.
Everything was tied back to brand goals. And every part of the robot’s role was designed to generate shareable moments.
Want the Same Impact? Work With Our Robot Consultants
If you’re looking to stand out at a trade show, exhibition, launch party or media event, our robot consulting service can help you from concept to execution.
At Robot Philosophy, we specialise in:
Identifying where robots can maximise ROI in your business or campaign.
Advising on which robots suit your objectives, location, and audience.
Designing a robot-led experience that connects with customers or the press.
Building custom workflows, brand integrations, and user journeys.
Whether you’re launching a product, creating buzz at an expo, or reimagining customer service, we help you leverage robotics for real-world business impact.
Need a Robotic Brand Ambassador? Hire One Today
Through Robots of London, we offer a full fleet of robots for:
Product launches
Press events
PR stunts
Experiential marketing
Exhibitions and trade shows
From humanoid hosts to robot arms that serve drinks, we make robotics accessible for one-day events, weekend expos, or national tours.
Book your robot hire by emailing SALES@ROBOTSOFLONDON.CO.UK or calling 0845 528 0404.
Looking to Recruit Robotic Talent? We Do That Too
Your company might not need a rental robot—but you might need a robotics engineer, a mobile robot integration expert, or a robot sales lead.
Through our recruitment arm at Robot Philosophy, we help companies:
Hire top talent in robotics, AI, automation, and mechatronics.
Fill contract and permanent roles for field service, engineering, and R&D.
Connect with robot-savvy professionals across the UK and Europe.
We specialise in helping companies who are scaling their robotics function—whether you’re a startup building your first robot, or an enterprise automating warehouses with AMRs and cobots.
We understand robotics because we live and breathe robotics.
Don’t Just Be in the Industry—Lead It With Robots
Let’s be clear: this isn’t just about one gaming company getting lucky.
This is about a new marketing frontier—where human and machine collaboration creates unforgettable brand moments.
Our robots aren’t just cool tech. They’re sales tools, PR machines, and experience creators. They turn passive audiences into fans, and fans into customers.
If you’re looking to:
Stand out at an event
Get press coverage without begging for it
Create buzz with interactive tech
Attract new talent or customers
Then it’s time to put robots to work for you.
Want to Talk? Book a Free Consultation
Whether you need a one-off robot rental, a full consulting package, or a talented robotics hire, we’re ready to help.
👉 Email: SALES@ROBOTSOFLONDON.CO.UK
📞 Call: 0845 528 0404
🌐 Visit:
Robot Center – Buy Robot, Robot Consultancy, Robotics Integration
Robots of London – Robot Hire, Events, Marketing Robots
Robot Philosophy – Robot Consultancy and Recruitment
Final Word: From Gaming Studios to Global Brands
Since this campaign, we’ve supported retailers, banks, food chains, and property developers with robots that deliver press, productivity, and brand power.
Our robots don’t just move and talk. They tell stories. They create moments. And they deliver value far beyond the tech.
So if you want to be remembered—by the press, your customers, and your competitors—then do what our gaming client did:
Call in the robots.