Will Embarrass You In: Unreal Tournament 2004
Will Be Embarrassed In: Any Madden Game
WoW: Franreyes (Rogue), Mavpreast (Hunter) – Cenarius
Sports: Red Sox, Celtics, Patriots

Massachusetts-based Maverick PR Partner Matt Frary is a seasoned professional with more than 13 years of experience driving outreach campaigns for consumer technology and video games.

Matt has directly managed PR launch campaigns and community management efforts for nearly 50 video games, as well as for numerous gaming peripherals like graphics cards and mice.

Matt’s strategic outreach campaigns have generated impressive sell-through results, including around 15 million units sold in North America and well more than 20 million units sold worldwide.

Prior to joining Maverick PR, Matt drove global communications strategy and execution for Vivendi Games’ Sierra Entertainment division in Los Angeles. Matt’s successes with Sierra include the high-profile launch of Scarface: The World Is Yours, which generated 600 million impressions in print, broadcast and online media in North America alone. One of the largest launches of 2006, Scarface sold-through nearly 4 million units worldwide.

In addition, while at Sierra (and continuing the work while at Maverick PR), Matt handled the launch of World in Conflict, the new action-strategy franchise by Massive Entertainment for personal computer.

Using an innovative and aggressively targeted PR campaign, WIC went on to sell nearly a million units worldwide on PC and swept the “RTS of the Year” awards from the media, despite facing much larger, established franchises like Command & Conquer.

Matt also handled the Crash Bandicoot franchise title, Crash Tag Team Racing, while at Sierra/Vivendi and worked with teen, youth and parenting media to create a launch that moved more than 1 million units.

Prior to joining Vivendi Games, Matt represented global PR leadership at Atari’s West Coast studio in Santa Monica, CA. While at Atari, Matt created and executed one of the most significant public relations campaigns in video game history – the launch of Enter the Matrix - a game that went on to sell more than 5.5 million units worldwide.

During this breakthrough campaign, Matt secured the first-ever simultaneous covers in all US Future Publishing magazines (OXM, PSM and PC Gamer) for Enter the Matrix.

Enter the Matrix became the industry-wide model for promoting big Hollywood IP-based games and for coordinating outreach with studio talent, public relations and management.

Matt also managed outreach efforts for a number of additional major brands while at Atari, including titles from the Unreal, Driver, Neverwinter Nights, Gothic and Test Drive franchises.

Matt’s in-depth efforts fostering and developing the Unreal community through four franchise releases, spanning more than three years, dramatically impacted the release of one of the most successful multiplayer shooters in franchise history – Unreal Tournament 2004.

As a Senior Account Executive at The Bohle Company in Los Angeles, Matt developed and executed targeted product and corporate outreach strategies for numerous technology and entertainment clients that included Activision, id Software, 3DFX, Karna, Red Jade, Inc. and Fathammer. While at the company, he worked on the consumer media launches of such industry icons as Quake 3 Arena, Quake 3 Team Arena and Return to Castle Wolfenstein, while also driving the corporate launches for ARUSH Entertainment and Fathammer, Inc.

Matt currently resides in Townsend, MA and operates out of a state-of-the-art home office only an hour from Boston.