The PHA Group wins Backbone brief

by | Oct 21, 2022

Leading independent PR agency, The PHA Group, is pleased to announce its appointment by Backbone, the company powering game streaming and core gaming on mobile devices. Supporting Backbone’s mission to “elevate the gaming experience for everyone”, The PHA Group have been tasked with raising awareness around the controller and transcending beyond the mobile-gaming community, which is currently accumulated by three billion users worldwide.

Backbone provides an undivided experience that makes it easy for gamers to play and discover games, connect with their friends, and benefit from enjoying content in a substantial and more appealing way. Gamers can simply snap their iPhone into the Backbone One and instantly begin playing their favourite mobile, console, or PC games, whether it’s on the App Store or streamed through cloud gaming services, such as Xbox Game Pass, Amazon Luna,and Nvidia GeForce Now, as well as stream games directly from their PlayStation, Xbox or PC.

Founded in 2020 by Maneet Khaira, Backbone has established itself as one of the leading trailblazers within the game streaming space having secured partnerships with gaming giants, Microsoft and Sony. Following a $40m raise in funding earlier this year, Backbone plans to grow and expand even further, introducing an Android model which will be available from November 2022.

Commenting on appointing The PHA Group, Backbone’s Performance Marketing Manager, Walter Lee, said:

“The PHA Group has strong experience across a number of sectors, but their credentials in the technology space stood out. The mobile gaming community has evolved in the last few years and while we continue to grow, we’re looking forward to having The PHA Group onboard with us to help us in our expansion.”

Tom Inskip, Senior Associate Director at The PHA Group, commented:

“We are thrilled to work with Backbone and it’s fantastic to have witnessed first-hand the growth they have experienced in the last few years. The gaming community has seen a meteoric rise since the pandemic and with our experience, we hope we can cut through to more audiences beyond that.”

About The PHA Group

Established in 2005, The PHA Group is an award-winning independent PR and Digital agency founded by Phil Hall, the former editor of the world’s bestselling newspaper and Director of Editorial Development at Trinity Mirror Group.

With offices based in London, Manchester, Leeds and Wokingham, The PHA Group constitutes consumer, corporate and reputation PR specialists to deliver transformational results for clients, including household brands, international corporations, ambitious start-ups, and individuals with a story to tell.

Our unparalleled network integrates top-level media and influencer contacts with strategic, creative, digital, and social insight, as well as global connections, to create a truly bespoke service.



Bulldog Reporter
Bulldog Reporter is a leader in media intelligence supplying news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.


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