Following previous brand positioning work by Instinctively Real Media, Conical Interactive sought strategic communications support to further define its market position and amplify its international profile.
Based in Auckland, New Zealand, Conical Interactive is an innovative interactive studio creating immersive branded entertainment and original intellectual property across 2D and 3D animation, mobile and web applications, motion capture, game development, virtual reality (VR), and augmented reality (AR).
As the studio expanded into original game IP and prepared for the international launch of its VR game on Oculus, HTC VIVE, and nine-part Vlog series on TikTok, it required a clear brand narrative that communicated both its technical capability and creative vision to global audiences, media, partners, and investors.
Deliverables and Results: Instinctively Real Media delivered an integrated brand strategy, public relations, and communications programme that elevated Conical Interactive’s profile nationally and internationally, strengthening its position as an emerging force in interactive entertainment.
Key deliverables included strategic PR planning and communications programmes, media relations, brand awareness campaigns, brand messaging and creative direction, SEO keyword strategy, social media training, and games industry relationship building. IRM developed and distributed the launch press release for The Green Fairy VR, Unreal Engine MegaGrant achievement, the nine-part Vlog series, and supported communications through targeted media outreach, securing national and international print and online coverage.
Selection of global media coverage
With the successful global launch of The Green Fairy VR on Steam for Oculus and HTC Vive, the strategy strengthened brand messaging, strategic content, and SEO improved Conical’s digital visibility and discoverability. Campaign activity also increased awareness of the studio’s original intellectual property, including Faebourne game, reinforcing its reputation as both a creative innovator and developer of commercially viable original IP. The Green Fairy VR was subsequently nominated for Best Narrative Experience at the 2021 Raindance Immersive festival.
A defining outcome of the engagement was founder Siobhán Greene’s strategic introduction to her Epic Games’ Unreal Engine contacts, the MegaGrant programme and pitched them for Unreal Engine Spotlight video and editorial feature. Conical successfully secured the MegaGrant, providing funding that accelerated development of Faebourne, expanded production capability and staffing, and supported the studio’s long-term growth. They went on to be featured in multiple promotional Spotlight video and online editorial features, generating valuable international exposure and strengthening Conical Interactive’s reputation within the global games, immersive and film industry.
Collectively, the programme increased national and international brand visibility, secured high-value media coverage, improved digital discoverability, strengthened brand positioning, enabled successful MegaGrant funding, and created ongoing commercial and industry opportunities that continue to support Conical Interactive’s growth.
IMPACT: Instinctively Real Media helped transform Conical Interactive’s communications from project-focused promotion into a cohesive strategic brand narrative.
By combining brand positioning, public relations, strategic content, media engagement, and valuable industry introductions, the agency supported Conical’s evolution into an internationally recognised trans-media studio, strengthening its reputation, expanding its global visibility, and contributing to opportunities that continue to shape the company’s long-term growth.
Instinctively Real has proven to be an integral part of our day-to-day activities for our marketing campaign rollout. Siobhán is a strategist with a keen eye on the gaming and tech industry. She’s a tremendous communicator, diligent, organized and a priceless asset to our company. A true collaborator in every sense of the word, we see the positive impact her PR has brought to our business located in Auckland, New Zealand through the positive media attention, PR and the opportunities presented to us and the follow through on making sure everything we do is promoted to the fullest. I can’t thank Instinctively Real enough for all they have done and continue to do for us. Instinctively Real is a great ambassador for our tech/gaming business!
ALEJANDRO DAVILA | CONICAL INTERACTIVE | FOUNDER
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