The brief

Genesis Gaming is a Polish brand with a clear mission offering high quality gaming peripherals at affordable prices. From the inevitable mice, keyboards, and headsets to thermal paste for processors and gaming desks, Genesis delivers a full range of products designed to meet every gamer’s needs without the premium price tag.

In August 2024, Genesis brought us on board to boost their presence in the DACH media and influencer space. With a limited budget and a highly competitive market, the initial objective was clear build solid foundations for the brand’s reputation by letting the products speak for themselves. By September, we had lift off, with the first product samples on their way to journalists and creators across Germany, Austria, and Switzerland.

Since then, while Genesis’ overarching goals have remained unchanged, our missions have continuously evolved, adapting to both market realities and the brand’s immediate priorities.

The process

From day one, we recommended a focused and pragmatic approach. Rather than relying on frequent press releases and heavy editorial pushes, we centered our strategy on monthly product seeding to carefully selected journalists and influencers. This allowed Genesis to demonstrate its core strength excellent value for money while staying well within budget.

Leveraging our established Consumer Electronics media network, built through years of collaboration with brands such as Skullcandy and Tineco, we quickly placed Genesis products in the hands of relevant editors and reviewers. The aim was not short term noise, but long term credibility.

Adapting to market challenges

In 2025, the scope of our collaboration expanded significantly following the financial difficulties of Genesis’ main German distributor, Mindfactory, which filed for bankruptcy before being acquired by the Heise media group. Faced with an urgent need to reinforce its direct to consumer presence in Germany, Genesis required immediate operational support beyond classic PR.

Rather than rigidly sticking to media and influencer outreach, we demonstrated the flexibility required to support the brand where it mattered most. This included:

• German localization of the Genesis website
• Localization and adaptation of marketing assets
• Preparation of content for Genesis’ upcoming launch on Amazon Germany

These efforts ensured that Genesis could maintain momentum in the DACH region during a period of uncertainty, while laying the groundwork for the next phase of growth.

Influencer strategy

The German influencer market continues to present structural challenges strict regulations around product placement and systematically high fees, even among smaller creators. Our strategy therefore remained focused on nano-influencers from 1 to 10k followers, prioritizing authenticity and engagement over scale. While influencer activity has remained selective, it has provided a stable foundation for targeted collaborations without diluting the brand’s positioning or exceeding budgetary constraints.

The results

From the initial launch to January 2026, our strategy has delivered consistent and compounding results, cumulating to 60 media clippings with additional raffles pending, for a total reach of 59.2 million total reach unique visitors per month across outlets

Media and reviews

Genesis products are now regularly featured across a wide range of DACH media from niche tech blogs to major consumer and gaming platforms. Among the most notable reviews in 2025

• Connect with 1M monthly visits reviewed the Thor 230 TKL keyboard and Astat 700 G2 gaming chair
• GameStar reviewed the Krypton 660 mouse for their 14M monthly visitors, placing it among their top mouse recommendations

Beyond individual placements, one of the strongest indicators of success has been continuity. Media outlets that initially reviewed Genesis products now repeatedly request new samples with every announcement clear proof that the brand has earned editorial trust.

Seasonal campaigns and giveaways

Holiday campaigns have become a powerful visibility driver. Following strong results in 2024, Genesis secured over 12 additional Christmas raffles in the 2025 season alone, further cementing its presence during the most competitive shopping period of the year. Among them, Teltarif with 2M monthly visits joined the 2025 Christmas raffle campaign.

In many cases, these opportunities emerged organically from partners who had tested the products were eager to feature them again, either as prizes or as new reviews.

Brand perception shift

Over time, the narrative around Genesis has clearly evolved. What began as a discovery phase has matured into a well-defined positioning among regular media partner: “This is not the very latest innovation, but recent, reliable innovation at a fraction of the price and with great quality.”

Genesis products are now regularly listed alongside mainstream competitors in comparison articles and top selections. Not at the very top, but consistently recognized for their outstanding price to performance ratio. This marks Genesis’ transition from an emerging brand to a trusted value pick and credible alternative to premium gaming peripherals.

Conclusion

Since August 2024, we have supported Genesis Gaming through launch, growth, and adaptation, helping the brand establish itself in the DACH market while navigating unexpected challenges along the way. By remaining focused on product credibility, nurturing long term media relationships, and adapting our scope to the brand’s most immediate needs, we have delivered results that go far beyond initial expectations.

This success is rooted in close collaboration and mutual trust. Genesis’ teams have consistently demonstrated openness, agility, and a willingness to act decisively, qualities that allowed us to respond effectively when the market demanded it.

Today, Genesis is still accelerating. With the upcoming launch on Amazon Germany, the next stage of the journey is clearly in sight. We have guided the rocket through launch and into the stratosphere, and we are ready to support the next ignition as Genesis sets course for broader European expansion.

The Brief

At Laika, we partnered with Carousel Dancing, an EU-funded research project using VR technology to combat loneliness and promote well-being through dance. This initiative creates an immersive virtual world where users can reconnect with their bodies and find joy in movement.

Launched in 2021 and concluding its research phase end 2024, Carousel Dancing’s central objective is combating loneliness. The project addresses challenges like isolation, accessibility, and lack of time that keep people from traditional dance studios. Studies confirm the profound health benefits of dancing, including reducing loneliness, enhancing decision-making, and improving overall well-being.

The project partners DFKI, Grassroots-Arts, Edinburgh Napier University, Aalto University and VIVITnet S.A.S.ambition to make dance accessible to all from wherever they are at any time. Notably, loneliness affects one in three people aged 18 to 53, with rates as high as 44% among those under 30, according to the German Federal Institute for Population Research.

As Carousel Dancing transitions into a market-ready product post-2024, its debut at Gamescom offers a chance to spotlight its potential and raise awareness about its vision for a more connected world.

The Campaign

Our mission was simple, to amplify the project’s voice and ensure its message reached the right audience and set the stage for its future market entry. So how did we achieve this?

Inviting media to the booth: We engaged local Cologne journalists and Gamescom-attending media, including journalists from the UK, offering them a firsthand experience of the project’s immersive VR dance world.
Expert statements & interviews: We pitched interviews and expert commentaries to German media, positioning the project as a thought leader in combating loneliness through innovative tech solutions.
As the project seeks to break barriers and build bridges through dance, it was vital that we secured diverse media coverage. From gaming and tech portals to health and lifestyle publications, our outreach strategy will emphasize the societal and individual benefits of dance, as well as the groundbreaking use of VR technology in fostering connection.

We’ll spotlight the project’s universal appeal—dance transcends language, heritage, and age—inviting journalists to step into the VR experience themselves. Through press kits, expert interviews, and thought-leadership storytelling, we aimed to inspire audiences and set the stage for the project’s next big leap.

The Impact

With a strong showing at Gamescom and widespread media coverage, this innovative research project will be well-positioned for its post-2024 transformation into a market-ready product. During the event, outlets such as ZDF – Volle Kanne, Gamesmarkt, The Gamer Guide, Computer Base, Computerspiel Schule (alongside Game-Based Podcast), and PC Gamer visited the booth. In addition to journalists, some Twitch streamers also stopped by to check out Carousel Dancing. By showcasing Carousel Dancing’s ability to address isolation and enhance well-being, we helped ensure it gained visibility among stakeholders, built long-term partnerships, and, ultimately, positioned the project to make a lasting impact.