Grand Theft Auto: San Andreas Launch
Rockstar Games / 2004
To continue to sustain Grand Theft Auto: San Andreas as a global video game and cultural phenomenon, our goal was to maintain player engagement beyond the initial launch and expand the game’s narrative through strategic content and PR partnerships to drive wider adoption and create conversation.
Challenges
Managing post-launch expectations in the months after a blockbuster release
Balancing wide-ranging storylines and gameplay in PR messaging
Standing out in a saturated media landscape across multiple platforms
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expectations in the months after a blockbuster release
Balancing wide-ranging storylines and gameplay in PR messaging
Standing out in a saturated media landscape across multiple platforms
Approach
Collaborated with cross-functional teams to align brand storytelling across platforms
Developed detailed PR articles exploring game mechanics, side missions, and character arcs
Used narrative content to connect with both hardcore fans and broader media
Planned and executed press events to give journalists hands-on gameplay experience
Built strategic partnerships and media activations to sustain visibility
Ensured all touchpoints reinforced the game’s cultural relevance
Outcomes
Best-selling title of the year across multiple platforms
Extensive earned media coverage from top gaming and tech outlets
Strong brand recall supported by co-promotions with hardware and media partners
Cultural recognition as more than a game: GTA: San Andreas became a touchstone for narrative scale and world-building
