Matt Frary 🇺🇦
@PR_Flak
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Senior Director of Integrated Communications - Action Adventure @ EA; Jeeper, coffee guzzler. All opinions are mine & mine alone.
Joined April 2009
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Your friendly reminder that life is right outside your door and you should probably take it in.
#Assateague
#OSV
#Jeep
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Now that it's the weekend... shout out to the small handful of reviewers who requested a PS5 code unironically. I may not have responded, but just know ... you made me laugh.
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It's
#Starfield
reviews day! For those of you who are excited, celebrate!
But... please don't send hate towards reviewers who aren't as enthusiastic as you. It's ok, we can take it. Reviewers don't deserve harassment for their opinions. Positivity always wins. 🚀❤️
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After nearly 24 years in Games PR, I finally achieved my dream of shadow dropping a game.
@HiFiRUSH
was the perfect game and
#DeveloperDirect
was the perfect place.
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The Bethesda team worked on this in secret for a very long time and I'm so happy for all of them that everyone is excited.
We’re excited to announce Marvel’s Blade is in development from Arkane Lyon, the award-winning studio behind Dishonored and DEATHLOOP. In collaboration with
@MarvelGames
, Marvel’s Blade is a mature, single-player, third-person game set in the heart of Paris.
#TheGameAwards
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Can we all agree now that things are better and more fun when they're not leaked and spoiled for everyone?
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👀 I feel seen.
Todd Howard says folks over @ ID software are truly working on awesome game
#Bethesda
*Almost spills info as PR nods behind camera 💀
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Leave me out of your weird console war stuff, please. I think whatever platform you play on is awesome! Games are great!
A good rule of life is to enjoy what you enjoy and find your own happiness. Don't waste your life trying to tear down other people's fun.
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Proud of all my colleagues at
@BethesdaStudios
,
@bethesda
,
@Xbox
(and many more) who've worked so hard to make what you'll see today. I hope everyone loves it as much as I do. Let's do this!
#StarfieldDirect
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Everyone knows I dont like leaks. Media covering someone's leak I like even less. When the big outlets do it to get around embargoes they have on their own code? Oh, I really don't like that. 👎
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People are writing reviews and making vids, so a PR PSA:
Bethesda Game Studios
@BethesdaStudios
is a developer that makes
#STARFIELD
, Elder Scrolls & Fallout.
Bethesda Softworks
@Bethesda
is a publisher that publishes those + DOOM, Hi-Fi RUSH, DEATHLOOP, Ghostwire Tokyo & more.
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Side Note: ABC literally has a TV show called "How to Get Away With Murder"
ESPN and ABC has made the decision not to air the TV broadcast of the XGames Apex Legends EXP Invitational that was scheduled for this weekend, in response to the recent mass shootings, according to an ABC Affiliate TV station source
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Web sites don't promise high review scores for codes.
PR people don't demand promises of high review scores for codes.
That is a conspiracy theory promoted by trolls.
PR people DO avoid sending codes to known trolls.
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Wolf Blitzer: "They are probably too stupid to know they are going to jail for what they are doing."
STRONG
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So proud and excited for the entire team at Arkane and Bethesda for their incredible work on DEATHLOOP. The reviews are amazing.
If you've got a PS5, you have a must-own platform exclusive to buy.
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Every PR person at every company should want to take the leap of faith w/ Danny. He's now handled - just on our stuff - unreleased footage of "DOOM 4," LMNO, and HL2 with dignity and respect. It's a testament to his work that all of these parties trust him enough to do this.
A massive thanks to the invisible hero of this production
@PR_Flak
- who is responsible for so much of what we debut in the doc. Getting access like this is not easy, but he's consistently trusted us and made doors open.
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Come join the PR Team at Bethesda. You too can know all the secrets and then not talk about them "until we're ready!"
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This isn't a console dig. It's a dig at contacts not checking their work. Angry people out there ... find a way to let the anger go. It's ok.
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A bunch of people followed me today. I hope you like Bethesda Softworks, Boston sports, sometimes Jeeps, and random complaining. If you do, you're at home here.
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There's a consensus out there. 😁🚀❤️🌟
We're thrilled to see how much you're enjoying
#Starfield
- the Settled Systems would be nothing without its most intrepid explorers.
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So much important COVID research has come to an absolute halt as a result of Facebook going down.
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People happy that E3 is canceled or saying it doesn't matter don't understand the industry nor the importance E3 holds and the eyeballs it commands.
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Very excited to get through tomorrow as fast as possible and move on to early access day for
#Starfield
It's going to be great.
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Pro Tip: If you're trying to scam me for codes, don't pretend be an IGN writer we work with on the regular and then explain to me who you are with reference links.
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9/10
Starfield is filled with possibilities for who you can become and what you can do, pushing the boundaries of what is possible in gaming. Here's our review:
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Couple notes from going through the general press inbox:
1. Thanks for your support!
2. PR is not a "free game" vending machine
3. PR is also not Customer Service
4. I appreciate heart warming tales and youth asking questions
5. I don't appreciate being told I deserve to die
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In 1999, I was playing Quake II on a laptop with no graphics card at a bad job in LA when I got the call to interview for my first video games PR job. That job? Launching Quake 3 Arena with id and Activision.
24 years later I'm back working with id on Q2. Life is a circle.
Reintroducing Quake II, the legendary sci-fi action FPS. This enhanced version features new content, online multiplayer/co-op with cross-play, optional deathmatch bots, visual upgrades and now up to 120hz in 4K!
Available now on all platforms and
@XboxGamePass
!
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My favorite player comment from the
#Fallout76
free trial:
"What the hell? They told me this game sucked. Just started playing with my two buds during the free week. I'm having a god damn blast."
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If you're sending emails like this to people like me -- about video games -- please reevaluate your life.
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Being PR Dad is getting weird traction. Sorry to the Community team.
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To people asking for codes in DMs- I hear you! But we have an amazing & talented global PR team at BSW on Starfield. That's the channel for requests. Or you can apply via keymailer. I apologize, but I'm not personally sending codes. I dont want to interfere with their great work.
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So excited to explore space with all of you!
As of this morning,
#Starfield
has already surpassed 6 million players, making it the biggest Bethesda game launch of all time.
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No joke, I've been around this industry a long time and this is a fantastic place to work, filled with amazing people. And
@GarySteinman
. JOIN US.
We’re hiring! Learn how you can join the Bethesda family by visiting our Jobs page:
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I love this trailer. We're so close.
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OK, we're (mostly) through today. I'm ready for the positive hype train on here.
Very excited to get through tomorrow as fast as possible and move on to early access day for
#Starfield
It's going to be great.
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The entire industry likely just saved 100s of hours of reviewing player reports about this guy online. Don't come back.
Video game company: Black Lives Matter
Fragile white gamers:
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"A video game hasn’t made me feel this way since I was 12 years old."
@adamm0rgan
reviews
#Starfield
:
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Listen. If you're such an enormous piece of trash in an online game that word of it makes its way to me, I'll be honest, I'm probably recommending banning you forever, from everything.
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I want to thank the entire team for fixing this PR issue for me.
New: Following an update, you can now pet the dog in The Elder Scrolls Online
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College-age Wolf3D/Doom-fanboy Matt is geeking out over being back at id for the first time in about 15 years.
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This trailer still gets me in the feels every time, and I don't know if it's the emotion of it or how proud I am of the Bethesda marketing team that made it. Both?
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Amazing story! Even more amazing ... you can still grab the
#Fallout76
version of "Country Roads" on iTunes and help support
@Habitat_org
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The fact that we helped secured access to this, and other cancelled projects from other publishers (and our own "DOOM4"), remains something I consider a minor miracle in my career.
It's been 2 years since we revealed Arkane Studios' cancelled Half-Life game known as "Ravenholm".
As part of our game history preservation mission we present this gameplay showcase; an hour of unfiltered gameplay with breaks to provide context.
WATCH:
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For real, everyone I have met in
#NuclearWinter
has been amazing. My friends list is growing like crazy and I'm a very introverted multiplayer player. Like, I played WoW as a solo RPG.
@Fallout
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10 million❤️s to all of you who are here in space with us! (But especially Andreja)
Thank you to more than 10 million
#Starfield
explorers for creating the biggest launch in Bethesda history.
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I forgot I did this. 😂 I guess I found my new name for my fresh playthrough starting tonight, alongside all of you -- in Early Access. For all, into the
#Starfield
!
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@Coyotegrey
@therealcliffyb
It is a joke -- Cliff never wrecked anyone in Quake 3! Oh shiiiiiiiiiiiiiit!!!
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HOT TAKE: Xbox One X is awesome hardware. So is PS4 Pro. So is Switch. GOLDEN AGE.
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Rev Pete was as amazing as you imagine.
Tonight I not only got to watch two beloved members of
@bethesda
and my dept get married, but I had the privilege be the one to marry them. Congrats
@PR_Flak
and
@AngRamsChaps
on tying the knot. Love you both and so happy for you. Thanks for including me in your day.
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I think maybe a walk is in order. It's such a tremendously slow day today.
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👉Job Alert👈 We're hiring a PR Manager! If you're into video game PR and have experience -- you know what to do:
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Gamescom is over for me. Less than a week to early access launch.
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Really happy you all love Hi Fi RUSH and the launch as much as we all hoped you would.
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I'm biased, but I've also been playing DOOM since DOOM (1993). Rise up Slayers.
#TheGameAwards
@TheGameAwards
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Wicked excited for launch! I'm playing Jacob if you want squad up.
In an open world full of deadly vampires, it’s you against the darkness.
Welcome to
#Redfall
on May 2
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Capt. Comms out here trying to get through meetings and reports so I can hit Akila.
#Starfield
#PRlife
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Just my personal opinion -- media that publish details emerging from a criminal act are participating in and profiting from said criminal act.
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Stage is ready. Fans are ready.
@SlashLurk
is ready. Tune in at 5pm EST for what's next in
@TESOnline
, live from Vegas!
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This documentary is amazing and makes me feel even more privileged to work with BGS every day, if that's possible.
Thank you for all the kind words about our History of Bethesda Game Studios documentary. We're delighted that fans of the games are enjoying it. Make sure to subscribe to get access to our Fallout 76 documentary & more BGS content down the road.
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As someone who began his career writing propaganda for the oil lobby, I assure you that denying climate change is strictly a money grab.
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I wasn't supposed to put it on - I found out after. So don't put it on at
#gamescom2023
!
But... since I'm a Space Pirate in
#Starfield
, I can't be controlled.
@mattclinks
was disappointed in me. I'm in space jail now.
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Let's party, friends.
#XboxBethesda
In celebration of our partnership, we're proud to share the stage with
@Xbox
during the Xbox + Bethesda Games Showcase on June 13! We can't wait to present updates on the games you love, offer a few surprises, and welcome even more players into the Bethesda family.
#XboxBethesda
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Well... no sense in dragon this out now. ¯\_(ツ)_/¯ Excited for 1/15!
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It's happening! Can't wait for everyone to see this one.
Ghostwire: Tokyo update! See new gameplay and behind-the-scenes details in a special presentation from Bethesda this Thursday at 2pm Pacific:
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I love when a story says "PR declined to comment" for a story when I never got an email ... and I'm the head of PR. At least give me the *opportunity* to ignore you.
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Finally got a little time in
#Starfield
this weekend (work stinks), stole this Ecliptic, and then decided to bring over my character background from 76 ... not sure how this actually works out lore-wise yet ... but looking for ideas for explaining my displaced Vault-Tec PR guy.
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I'm just here to offer PR help, as always, so I'm reminding writers that: 1. "Hi-Fi" is hyphenated, and 2. "RUSH" is all-caps in... "Hi-Fi RUSH"
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