Razer is the world’s leading lifestyle brand for gamers. With a fan base that spans every continent, the company has designed and built the world’s largest gamer-focused ecosystem of hardware, software, and services. Razer manufactures gaming accessories including gaming mice, gaming chairs, gaming desks, headsets, and other products. Swerve managed all of Razer’s Canadian marketing from 2018 – 2023 including earned and paid PR, earned and paid influencer marketing and events.
Client: Razer Gaming
Industry: Tech, consumer electronics, gaming
Agency Role: Earned PR, Paid Media
Location: Canada
The Challenge
Razer was facing headwinds with many new competitors entering the market, inexpensive unbranded knock-offs being sold online, and gaming console brands entering the market with their own exclusive branded accessories. A marketing strategy was needed to establish itself as a brand to stand out in the market and drive sales. Razer partnered with Swerve, a full-service integrated marketing agency known for its work with CE, entertainment and gaming brands to create, manage and lead its Canadian marketing and help it break through the clutter.
Our Goals
Goal 1. Establish a Distinct Brand Identity in the Gaming Space
Develop and launch a memorable brand slogan and storytelling platform—“This is Why I Game”—to humanize the brand and emotionally connect with a broad spectrum of gamers across North America.
Goal 2. Generate Widespread Earned Media Coverage Across Consumer, Tech, and Lifestyle Verticals
Secure consistent and high-volume earned media coverage across top-tier gaming, tech, lifestyle, and general interest outlets over a six-month period, increasing the brand’s visibility in a highly competitive market.
Goal 3. Expand Brand Reach Beyond Core Gaming Audiences
Penetrate adjacent audience segments such as parents and families, using strategic angles and tailored media outreach to position the brand as both relevant and accessible to a broader consumer base.
Goal 4. Drive Unmatched Earned Media Efficiency
Deliver an ultra-low cost per impression (CPI) through targeted media pitching and compelling editorial content—proving that earned media can deliver measurable reach at scale without paid amplification.
Goal 5. Leverage Traditional Media to Maximize Credibility and Authority
Ensure that a significant share of campaign impressions came from traditional media channels—print, broadcast, and online editorial—to build credibility and long-term brand trust among both new and returning customers.
To position Razer as the go-to brand for cutting-edge gaming gear, Swerve developed and executed an integrated marketing communications strategy designed to generate sustained brand visibility and engagement among core gaming audiences.
The approach focused on three key pillars:
Creative Consumer Connection
Swerve developed out-of-the-box campaign tactics that resonated with gaming culture and delivered authentic, attention-grabbing moments designed to spark conversation and emotional connection with both casual and hardcore gamers.
Influencer & Media Alignment
By aligning the brand with top-tier gaming influencers and streamers, Swerve amplified brand messaging through voices that gamers trust. Simultaneously, the team leveraged long-standing relationships with consumer electronics, gaming, and tech media to secure high-impact earned media placements that reinforced Razer’s leadership in innovation and performance.
Always-On Visibility
Through a sustained, multi-channel drumbeat of earned coverage—including traditional broadcast, digital editorial, and social-first content—Swerve ensured the Razer brand was consistently front-of-mind, effectively positioning it as the maker of “the latest and greatest gaming gear on the planet.”
Swerve targeted Razer’s primary & secondary audiences:
Males and females who identify as serious gamers aged 17 to 25
Males and females who identify as recreational gamers aged 25 to 35
Swerve created the brand slogan ‘This is Why I Game’ #THISISWHYIGAME. 6 month campaign:
