The AAA-game development business has a lot of ebb and flow periods of communication. As a game gets close to release, there is a frenzy of communication about it to engage fans. However, for large blocks of time while a game is in development, all external communication about it is under embargo.
During those long communication draughts, my strategy to keep fans engaged with Certain Affinity was based around industry thought leadership (panels/speaking engagements) and social media interaction. One of the staples of our interaction has been a weekly contest designed to keep fans engaged with the company that is, “Kicking Ass and Making Games.”