LONDON — Video game publisher Gearbox has tapped Alfred to handle global PR for the action-adventure game We Happy Few.

Alfred is charged with rallying enthusiasm for We Happy Few among both new and existing players. Specifically, the agency is focusing on creating supplemental content and promoting a season pass for the game.

We Happy Few, created by developer Compulsion, launched on Windows in 2016 and rolled out on PlayStation 4 and Xbox One last year. Initial work on the game started with a Kickstarter campaign.

Adding Gearbox to its client roster is in keeping with Alfred’s expansion into the gaming space.  Publisher 505 Games, which has a vast portfolio, is among the agency’s clients.

Gearbox PR manager Austin Malcolm said: “Alfred’s credentials in the game space, and especially their work with indie titles and well-known publishers makes them the perfect partner in supporting our international PR strategy for We Happy Few. Their preliminary work with us communicating the release of the game’s additional content and season pass has ensured great press coverage, coverage that has engaged with existing players and new audiences alike. Gearbox Publishing is a fast-growing and passionate company that’s  looking for like-minded partners, and Alfred has seamlessly fit in with the team.”