We manage the PR for popular MMO (Massively Multiplayer Online game) Final Fantasy XIV across the UK and Nordics, and have done so since January 2017. The original mission was to launch their new expansion, Stormblood and generate coverage away from the title’s regular spots in specialist titles. The game is impressive, covering a whole fictional world of Eorzea and has generated a vociferous fanbase. So, as well as a regular games press office (previews, reviews, hands-on, announcements, features etc), we focussed on the weird and wonderful; in-game relationships and marriages, fan culture and cosplay. We put a fat chocobo (a cross between an ostrich and a chicken) on the Southbank and secured over 20 pieces of national coverage including Mail Online, The Express and The Mirror. Fantasy indeed!