INTRODUCTION WHAT S IN A NAME?

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2 WHAT S IN A NAME? INTRODUCTION A strong foundation of knowledge and experience. A dedication to work of exceptional quality. Those were traits of the legendary Gorō Nyūdō Masamune, widely recognized as Japan s greatest swordsmith. Through Masamune, we aim to bring those same qualities to our work in communication: carefully crafted narratives that stand out from the crowd and help your business connect with its audience in meaningful ways. That is communication with an edge.

3 THE BASICS WHO AND WHAT Masamune is a São Paulo-based Brazilian communication agency, and the recent culmination of a long-time dream of its founder, Renato Almeida. With nearly 10 years of professional experience in the video games industry, we offer a wide range of communication services, from PR and Marketing to Community Content and Business Partnership Development. OUR SPECIALTY Adapting global strategies to the local needs of the Brazilian and Latin American markets.

4 THE FOUNDER RENATO ALMEIDA A friendly Brazilian who has been a hardcore gamer all his life, and for the past decade has built an experienced career in the video games industry. Having worked in a wide range of communication areas such as PR, marketing, content development and community management, Renato is always up to the challenge when it comes to using creativity. EDUCATION Now, after years of honing valuable connections and knowledge, he works through his company Masamune to contribute to the growth of this FAAP Bachelor of Communication, specialized in marketing and advertising industry he is so passionate about. UFSCar Master of Philosophy, specialized in Language Philosophy FAAP Bachelor of Fine Arts, specialized in Film Studies

5 RENATO ALMEIDA: THE NUMBERS 196 Games promoted 15 YEARS XP in the entertainment & gaming industries 42 Gaming systems owned 516 Physical games collected 20+ Companies represented

6 Getting to business OUR WORK AND HOW WE DO IT

7 SERVICES WHAT WE DO PR Press, Media & Influencer Relations, Events & Game Shows, Press Trips COMMUNITY Community & Social Media Management, Content Development COMMUNICATION Advertising, Communication Strategies, Business Partnership Development CONSULTING SERVICES Analysis of global communication strategies and adaptation to local markets

8 GETTING THE JOB DONE OUR APPROACH Even before founding Masamune, Renato s professional experience was built upon 3 core beliefs, which have now become the foundation of our approach. 1To reach your audience and be heard, you need 2 3 STORIES THAT CUT THROUGH THE NOISE That creative challenge is our passion! It s not (just) fun and games. It s about Successful communication comes down to TAKING PRIDE IN OUR CRAFT and delivering results. Every time. FORGING LASTING CONNECTIONS with your audience, partners and the market

9 FOCUS ON CREATIVITY STORIES THAT CUT THROUGH THE NOISE With the staggering number of games released all the time, communicating the story of your product is more important than ever. At Masamune our biggest passion is working with our clients to craft the right narrative. From personalized press kits that appeal to everyone s nostalgia to animatronic alien eggs in the subway system, we create stories that cut through the noise and resonate with your audience, even in today s crowded market.

10 STORIES THAT CUT THROUGH THE NOISE ALIEN: COLONIAL MARINES (2013) Groundbreaking PR/marketing plan involving the creation of an animatronic Alien egg in the São Paulo subway, along with a specially crafted PR narrative that resulted in the Alien: Colonial Marines Press Trip.

11 STORIES THAT CUT THROUGH THE NOISE CASTLE OF ILLUSION: STARRING MICKEY MOUSE (2013) Creation of a simple yet engaging PR plan for the nostalgic release that brought the Mickey Mouse classic back to the video game world, proving that an impactful campaign doesn t need to break the bank.

12 A SOLID NETWORK FORGING LASTING CONNECTIONS The essence of communication is helping companies connect to their audience whether that audience is the press, gamers, or the industry as a whole. At Masamune, we recognise the human investment that goes into forging these bonds: it is the key to truly engaging, organic connections that form the basis for success. With our extensive experience in the Brazilian and Latin American markets, we have cultivated a wellestablished network that we are always ready to connect to the needs of your business.

13 FORGING LASTING CONNECTIONS CLIENTS REPRESENTED AT PRESS TRIPS E BGS 2017 CCXP 2017 Shadow of the Tomb Raider Global Reveal Event Deus Ex: Mankind Divided LatAm Tour Square Enix Showcase Metal Gear Bootcamp Bandai Namco Global Gamer s Day 2014 The biggest and most successful Konami Gamers Night to date, held at Arena Corinthians (2015) Aliens: Colonial Marines Dallas Press Trip 2013

14 FORGING LASTING CONNECTIONS EVENTS INFLUENCERS WEBSITES MAGAZINES PORTALS

15 PROFESSIONALISM TAKING PRIDE IN OUR CRAFT Of course, creative work and strong connections are only one side of the story: we understand that at the end of the day, both of these mean very little if they don t generate the results to match. At Masamune we are dedicated to delivering the best service possible, in order to guarantee you get the results you need. Our work is always based on a thorough analysis up front, setting you up for success. Finally, the impact is carefully evaluated upon completion, providing you with valuable insights for the future. We take pride in turning ideas into solutions and profitable results.

16 TAKING PRIDE IN OUR CRAFT Ken I would also like to express how pleased we have been with Renato. Our Creative Director has expressed on many occasions how easy he is to work with, and how he has tremendous follow through to get the assets he needs. [...] Renato understands our brands, was incredibly professional, and represented our products perfectly. J Balough Former Digital Brand Manager at SEGA of America Examples of cover stories obtained on the official Playstation and XBox Magazines

17 Case Study YAKUZA 6 COMPLETE PR STRATEGY client SEGA & Ecogames year 2018

18 UNDERSTANDING THE CHALLENGE How to convince the Brazilian gaming press (many of which didn t know the Yakuza series), that Yakuza 6 is the perfect game for newcomers to the series, despite being the latest game in the franchise?

19 THE RESULTS Most successful western release for the Yakuza franchise yet! BRAZILIAN PR CAMPAIGN METRICS TOTALS EDITORIAL PIECES 64 clippings 166Clippings 42 reviews 119,046,346 media impressions PRESS RELEASES 76 clippings 111,345,781 media impressions 249,214,659 Media impressions SPONTANEOUS COVERAGE 26 clippings 18,822,532 media impressions

20 OUR STRATEGY THE EXECUTION - Creation of a complete PR plan from scratch, exclusively tailored to the Brazilian media landscape - Custom press kits, focusing on the charisma of main character Kazuma Kiryu and the history of the series with the potential for generating organic shares - Convincing the media and local influencers to delve into the game despite the language barrier.

21 PR PLAN EXECUTION EXCLUSIVE PRESS KITS Handcrafted press kit sent to 10 influencial Brazilian gaming media outlets, featuring an omiyage box from in-game convenience store Poppo, filled with Japanese treats, and the will of Kazuma Kiryu.

22 PR PLAN EXECUTION THE WILL OF KAZUMA KIRYU Main character Kazuma Kiryu s will, containing the letters with his memories, inviting reviewers to immerse themselves in the frachise s highly acclaimed story, even without having played the previous games in the series.

23 PR PLAN EXECUTION PERSONALIZED INVITATIONS & TOJO CLAN S HALL OF CHAIRMEN Invitation from Kazuma personalized to each media outlet, asking them to stand by his side on his journey. These honored reviewers were later gifted with a place in Tojo Clan s Hall of Chairmen.

24 PRESS RESPONSE Organic social media shares of press kit by various media outlets, with a combined reach of more than 400k followers in Brazil.

25 OUTSTANDING ACHIEVEMENTS Main story (digital and print) for O Povo, one of the biggest newspapers in the Northeast of Brazil Cover story on Official Playstation Magazine, a franchise first, with 14 page dossier

26 OUTSTANDING ACHIEVEMENTS Yakuza 6 was featured on some of Brazil s biggest online news and entertainment portals, such as Featured on the culture and entertainment section of Bom Dia SP, one of the most watched morning shows by TV Globo for the state of São Paulo. O Globo, R7.com and Portal Terra. Positively previewed by top Brazilian influencers, such BRKsEdu, Lucky Salamandar, Hagazo, Gigante Richard and more.

27 CONTINUE? RENATO ALMEIDA phone skype ralfilmes