How we helped Logitech G to Start Playing Skate Story
George Walter
We were asked by Logitech G to help address a problem faced by game players – that it’s getting harder for new ideas to breakthrough in the gaming industry and new games are more difficult to discover.
Our research and strategy revealed that on the Steam platform two-thirds of playtime in 2024 went to titles released six or more years ago and these five titles accounted for 30.4% of the total hours.
As the NewZoo 2025 Games Report puts it: “Overall playtime hours are growing but concentrated in AAA and at times cannibalistic; the battle for audience hours is fierce and near zero sum”.
Games like League of Legends, Roblox, DOTA 2, CounterStrike 2 and Fortnite dominate player’s time.
Our creative team took this insight and saw a clear opportunity to create a sustained brand editorial campaign that shone a light on new, upcoming and creatively challenging titles to help players discover new breakthrough #IYKYK games to play as social currency.
This aligned closely with a key Logitech G audience segment – the G5 gamer who is a social gamer who plays to be seen – a group that thrives on being the first person to tell their friends about a new game.
To ‘put their money where their mouth is’ Logitech G also committed to buy enough game keys at full price to help selected titles break through the algorithmic ‘hump’ that many struggle to get over that results in promotion on the Steam platform.
Dialect strategy and creative worked together to develop the Start Playing platform, a series of documentary-style formats across YouTube, social video, AI-optimised blog posts and a Start Playing landing page. This landing page will grow to become an archive of under the radar hits curated by Logitech G. By focusing on "hidden gems" and breakthrough hits, the series connects curious players with high-quality, innovative experiences that push the boundaries of traditional gaming.
This work also involved the creation of a data-informed process to help select games for inclusion. It uses qualitative data to create a commercial potential score combined with an editorial panel that assigns an editorial assessment score. Using this system Dialect selected Sam Eng’s Skate Story to kick the series off in early December 2025. Our production team filmed with Sam Eng in various New York locations including indie game developer outpost GUMBO, where our interview film was shot.
This film has been one of the most successful organic videos posted to the Logitech G brand YouTube channel and with close to a million views and an average view time of nearly four minutes.
Logitech G will be supporting a new game every month in this series, with the next two films in production for release in January and February 2026.
