The campaign included high-impact national coverage in People, The TODAY Show, FOX Business, POPSUGAR, GQ, Gizmodo, The Washington Post, Forbes, Newsweek, Esquire, and CNN. SCUF was featured in major holiday gift guides and product review roundups across tech, lifestyle, and entertainment outlets, and earned a live TV spotlight on FOX Business. The effort expanded SCUF’s brand narrative beyond esports, reaching mainstream consumer audiences through strategic earned media and influencer engagement — ultimately positioning the brand as both a performance tool for elite gamers and a must-have accessory for everyday players.
What we did
Public Relations
Industry
Esports & Gaming
Background
SCUF Gaming, an innovator in the gaming peripheral space, is widely recognized for pioneering customizable, high-performance gaming controllers used by both professional esports players and casual gamers around the world. SCUF saw an opportunity to strengthen its public profile to reflect its dominance and innovation in a crowded, fast-evolving market. As a brand built on elite performance, personalization, and player empowerment, SCUF turned to Gregory to develop and execute a public relations strategy that could match its momentum and reach beyond the traditional gaming community.
Challenge
Despite a loyal customer base and deep ties within the esports ecosystem, SCUF faced the challenge of cutting through a saturated gaming accessories market. The company sought to amplify its brand visibility and make a compelling case for why every gamer — not just pros — needed a SCUF controller. Gregory was tasked with increasing top-tier media coverage beyond core gaming publications, securing consumer attention during major retail cycles like the holiday season, and building credibility through impactful product reviews. The campaign needed to complement and extend SCUF’s existing marketing efforts by driving PR across gaming, esports, mainstream lifestyle, technology, business, and entertainment media.
Solution
Gregory devised and implemented a multi-faceted media relations strategy that positioned SCUF as an essential brand at the intersection of innovation, performance, and culture. The campaign emphasized newsworthy storylines, including new product launches, holiday gift guides, product reviews, and “best of” product roundups. Key initiatives included pitching SCUF’s customizable controllers for inclusion in seasonal gift guides, seeding products to high-traffic review outlets, and securing earned media that reflected both the design and functional advantages of SCUF’s offerings. In tandem, Gregory complemented and supported the company’s influencer program. Customized controller drops and strategic media placements helped build buzz, fueling awareness. The PR program supported Scuf’s business goals by raising visibility for the company, entrenching its brand in the broader consumer electronics market, and in its increased valuation upon an exit that saw Scuf acquired by Corsair.
Results
By the Numbers
1,000+
Total media placements
FAQ
By pairing launches and reviews with mainstream lifestyle, morning shows, and business outlets, using consumer-friendly angles (design, ergonomics, accessibility, gifts) and assets (B-roll, founder story, spec sheets) that broaden appeal.
Early gift-guide pitching, embargoed previews, reviewer seeding, “best of” roundups, and coordinated social cutdowns—timed to inventory and promo windows—so coverage lands when shoppers are buying.
Lead with proof points buyers feel: faster inputs, customization, durability, cross-platform compatibility, and warranty/support. Use third-party reviews, side-by-side comparisons, and credible creator endorsements instead of claims alone.
PR handles news cadence, top-tier reviews, and mainstream features while creators demonstrate real-world play and customization. Shared calendars, loaner pools, and unified messaging maximize reach without duplication.
Tier-1 and reviewer coverage quality, inclusion in high-traffic gift guides, referral traffic and email growth, retail partner mentions, lift in branded search, and correlations between coverage bursts and add-to-cart rate or retailer velocity.