PUBG – Community Engagement & Content Strategy

Overview

At Three Whiskey, I worked across a wide range of content and engagement initiatives for PUBG, helping create campaigns that connected with players throughout the lifecycle of the game.

My role spanned everything from data-led content experimentation and educational player communications through to community campaigns, CRM emails and live event coverage at Gamescom. The work focused on understanding player behaviour and creating content that would encourage participation, retention and community engagement.

The Challenge

PUBG has a highly engaged global player base, but maintaining interest requires a constant stream of relevant and entertaining content.

The challenge was to create assets that not only informed players about new features and updates but also celebrated the community itself. This required balancing educational content, gameplay tips, player-created content and campaign messaging while remaining authentic to the PUBG audience.

Educational Content

Created educational content designed to help players better understand gameplay mechanics, updates and new features.

Using community feedback and player insights, content was developed to simplify complex information while remaining engaging and visually consistent with the PUBG brand.

All footage was captured in game by myself and edited together.

Data-Led Testing & Optimisation

Creative decisions were informed by ongoing performance analysis and audience behaviour.

By testing different content formats, messaging approaches and creative treatments, we were able to identify what resonated most effectively with players and continually refine future content.

Weather & Reactive Content
#GreatDayToPlay

One of the most successful content streams involved creating reactive social content linked to real-world weather conditions and regional events.

Using live weather data and location-specific insights, we developed content that connected in-game experiences with what players were experiencing in the real world. Whether responding to heatwaves, heavy rain, snow or seasonal changes, the content gave PUBG a more relevant and human voice while encouraging community interaction.

The format allowed us to create highly shareable content that felt timely and authentic rather than purely promotional. Players regularly engaged with the posts, sharing their own experiences and reactions, while the relatable nature of the content helped strengthen the connection between the game and its audience.

The initiative became a favourite with the client, who loved the playful nature of the content and the speed at which we could react to real-world events. It provided a fresh way to engage players outside of major game updates and often generated some of the most entertaining community responses across social channels.

Gamescom

Supported PUBG's presence at Gamescom through the creation of live content and event coverage from one of the world's largest gaming events.

Working in a fast-paced environment, I captured and created content around player experiences, creator activity and key moments from the show floor, delivering assets in real time across social channels throughout the event.

My Role

  • Created content across social, digital and CRM channels.

  • Used performance data and audience insights to inform creative decisions.

  • Developed educational content designed to improve player understanding and engagement.

  • Helped establish and evolve community-focused initiatives including PUBG Mayhem.

  • Designed CRM and email communications supporting game updates, rewards and seasonal content.

  • Produced content and assets for Gamescom, supporting PUBG's presence at one of gaming's largest global events.

  • Collaborated closely with strategists, community managers, account teams and developers.

CRM & Player Communications

To support player retention and engagement, I designed CRM campaigns promoting PUBG's Battle Weekends, seasonal events and in-game rewards.

Working across email and supporting digital assets, the focus was on creating clear, visually engaging communications that encouraged players to return to the game and participate in limited-time activities.

PUBG Mayhem & Community Content

PUBG Mayhem celebrated the creativity and unpredictability of the player community, showcasing player-generated moments, clips and stories from across the game.

By giving players the opportunity to be featured on PUBG's official social channels, the campaign helped build momentum within the community and encouraged users to actively submit and share their own content. Over time, being featured became a badge of recognition among players, creating a steady stream of community-driven content and engagement.

Outcome

The content helped strengthen engagement within the PUBG community, generating strong participation across social channels and encouraging players to actively seek opportunities to be featured on PUBG's official platforms. By combining educational, CRM and community-led content, we helped build a more connected and invested player base.