Why being a gamer provides the keys to B2B comms success

‍15 October 2026 - Distribution channels, regional pricing manipulation, and e-stores are all terms that crop up daily in B2B tech conversations.

They’re also concepts I’ve been familiar with since the age of 15. Not from boardroom meetings on e-commerce strategy, but because of my teenage pursuit of the best gaming deals.

Growing up as a hard-core PC gamer, I constantly scoured websites such as Fanatical and Humble for bundles or games on remarkable discounts. I quickly amassed a library of 800+ games, the vast majority unplayed; but hey, at least I got a deal!

The quest for deals quickly became a testing ground for me to learn skills that have benefited my career in comms: video editing, conflict management, scheduling - all without formal education or training. Each month, I’d review the Humble Choice games on offer as a YouTube video, and I became the lead moderator for the r/humblebundles subreddit, scaling our community from 30k to 80k subscribers. This success happened because I had a real enthusiasm for PC gaming, and an understanding of the mechanics of Steam key sales and additional distribution.

While moderating the community, I’d monitor conversations about regional pricing manipulation, where players would share tips of using VPNs to purchase cheaper keys in one region. It’s here that I learned about concepts such as the grey market, where keys are brought cheaply in one region and sold or traded at a higher price elsewhere. Knowledge came from organic Reddit discussions rather than a McKinsey guide on e-commerce trends.

It’s experience that has now come full circle in my role at Raptor PR, where I’ve worked with PC games industry clients such as Rokky and Ultra.

From a consumer perspective, I understood why players longed for new opportunities to resell their digital titles with Ultra, and why purchasing Steam keys outside of Valve’s platform appeals to players.

Rokky’s PC Game Distribution report was a particular full-circle moment, which surveyed developers to understand perceptions towards additional distribution and Steam’s perceived monopoly. 72% of developers believed Steam operated as a monopoly, and this headline stat saw coverage in primary games trades and broke through to business and tech reporting - even prompting a response in Bloomberg from Gabe Newell himself.The topic became a viral conversation on Reddit, as players challenged the monopoly too.

It all goes to show that having a team of gamers as a communications partner provides a strategic advantage. Our lifelong consumer gaming POV gives us an understanding of exactly how game companies serve their players - and crucially, how the underlying B2B tech infrastructure actually services that entire ecosystem.

Yes, effective comms strategies are informed by professional experience, communications theory and strategic training. But I think the secret to success comes from living and breathing the language of gaming.

If you’re often found with a controller in hand - and have experience working in mid-to-large PR agencies - Raptor PR is currently hiring! You’ll find an office full of the latest tech, lunchtime Mortal Kombat or FIFA sessions, and a free copy of GTA VI for every employee. Send over your CV (and favourite game) to hello@raptorpr.com.

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Written by Joshua Callaghan, Account Manager