I didn't see the announcement on X until I logged off for the day yesterday. When I read the press release on the Fenris Creations corporate website, I thought, "Wow, that's almost like a news article aimed at players, not games journalists." Then I had a wild thought. Google DeepMind is the unofficial official sponsor of Fenris Creations. What would an infographic made by Gemini look like?
I asked Gemini about the possibility of the Fenris public relations department changing its communications strategy to aim towards the use of AI by games journalists.
Fenris’s operational alignment with the Google ecosystem naturally filters down into operational tooling. Whether evaluating automated visual assets, structuring releases for multimodal scrapers, or managing internal documentation, the modern Google standard strongly favors scannable bullet hierarchies, clear entity labeling, and data-first roadmaps.Fenris's PR team isn't just speaking to a tech reporter on a 15-minute deadline anymore; they are structuring releases so that scrapers, LLMs, community data-miners, and alliance leaders all ingest an uncorrupted version of their message on day one.
I know the excitement is supposed to center on the message pushed by the developers. But I'm a bit fascinated with the way Fenris is pushing out the message. Fenris is flying into the teeth of some of the toughest launch competition in video games in years. How does the company respond to the challenge?
One of the ways is the initial announcement Fenris made to the media. I'm going to do a copy and paste below.
REYKJAVÍK, Iceland - October 20, 2026 – New Eden’s rival empires are escalating their arms race, and colossal Conquest Engines threaten to take their wars to a new extreme. Fenris Creations today unveiled EVE Online: Fractured Skies, launching November 10, 2026, calling veteran capsuleers to rally their fleets and inviting new pilots to find their place in the conflict. From day one, four new Military Campaigns, new warships and more accessible ways to get started give players opportunities to strengthen their empires ahead of a four-way showdown in January. The stakes rise again in February 2027 with Conquests, a new era of seasonal Factional Warfare in which pilots build towards a climactic siege and a definitive winner. November 10 also marks the beginning of a persistent connection between EVE Online and EVE Vanguard, as the studio’s sci-fi FPS opens 24/7 paid alpha access and actions on the ground begin creating new opportunities in space.Fractured Skies is the second chapter of Theatres of War, the three-expansion saga that began with Cradle of War in June. As New Eden’s empires race to harness Drifter technology and develop devastating Conquest Engines, capsuleers are called upon to strengthen their side ahead of the coming conflict.Four new Military Campaigns, one for each empire, begin November 10. Capsuleers can contribute through PvE combat, PvP, mining and exploration, regardless of Factional Warfare enlistment, gathering valuable materials to exchange for ISK, Loyalty Points, faction equipment, achievements and titles. Together, their efforts have the power to reshape the battlefield, unlocking system-wide bonuses across designated star systems from January 5. Those hard-won advantages will help their empires in a massive four-way showdown later that month, before the conflict escalates into Conquests in February.“Factional Warfare pilots have spent years building rivalries, holding the line and fighting for their empires,” said Bergur Finnbogason (FC Burger), Creative Director for EVE Online. “Conquests finally give all of that a decisive outcome. Get the old gang back together, bring fresh recruits along, and blow up as many enemy ships as it takes to claim the bragging rights. Somebody is going to win this thing, and we can’t wait to see who.”“EVE is famous for the extraordinary battles its players create. With Conquests, Factional Warfare gains a more reliable rhythm of major clashes and clearer ways for more pilots to take part,” said Greg Hennessey (FC Okami), EVE Online’s Game Design Director. “Fractured Skies reflects what makes EVE a living, evolving universe: there’s meaningful action from day one, and each new phase raises the stakes as we build towards the first siege. As Warclones complete jobs on the ground in EVE Vanguard, new opportunities open up for capsuleers in space, bringing the two fronts of New Eden’s conflict closer together.”For years, Factional Warfare has brought capsuleers together in fierce, player-driven battles for control of New Eden's contested systems. Conquests build on that legacy, introducing seasonal objectives, clear endpoints and a definitive winner in each warzone. Players work together throughout each season to earn advantages for a climactic siege, where rival empires race to destroy their opponent's Conquest Engine while defending their own. Victory earns a lasting monument commemorating the winning faction and its leading corporations and capsuleers, with each new season offering another chance to make history.Fractured Skies also marks the first persistent gameplay connection between EVE Online and EVE Vanguard. From November into early next year, completing jobs in EVE Vanguard increases the frequency of temporary combat, mining and exploration sites in EVE Online, giving capsuleers more opportunities to recover materials for their empire’s Military Campaigns. The connection then deepens when Conquests begin, as Vanguard players enlist with an empire and contribute to its Conquest Power through Expeditions. EVE Vanguard’s live alpha opens through the EVE Launcher on November 10 as a paid offering separate from EVE Online’s Omega subscription, with pricing details to be announced soon.
The first section of the press release above is a pretty familiar format for video game press released, at least from Fenris Creations. The following part is something Fenris started adding this year: bullet points.
Launching November 10:
- Navy Attack Battlecruisers: Four mobile, high-firepower battlecruisers designed for coordinated strikes against larger forces, trading resilience for speed and damage: the Naga Navy Issue, Oracle Navy Issue, Talos Navy Issue and Tornado Fleet Issue, including the long-requested missile Naga. Available through Factional Warfare Loyalty Point stores.
- Synchronizer Rigs: Nine new rig sets, spanning the four empires and five pirate factions, reward faction-focused ship builds, growing stronger with each matching faction module fitted. Pirate Synchronizers offer bonuses unavailable on existing rigs, balanced by heavier drawbacks.
- Military Campaigns: Four new campaigns, one per empire, run from launch into January, introducing fresh objectives and rewards. Open to all players regardless of Factional Warfare enlistment, capsuleers recover materials from across the warzones and deliver them to item traders to advance their empire’s war effort. Completed objectives unlock temporary system-wide bonuses, while the first empire in each rivalry (Amarr versus Minmatar, Caldari versus Gallente) to finish all four earns command carrier reinforcements for January’s showdown.
- AIR Academy Ships: Thirteen free, pre-fitted AIR Academy ships let new capsuleers jump straight into combat, exploration and mining within Exordium, EVE’s PvP-free starter region, discovering what they enjoy simply by flying, without needing fitting expertise or risking their own ISK. Academy ships cannot leave Exordium, unlike the standard hulls players buy to fly across the rest of New Eden.
- Stronger Onboarding: Visual updates and a cleaner overview for dozens of popular Level 1 security missions, a set of achievements built around Exordium, and the AIR Career Program’s move into the Achievements interface give new players a clearer path from starter space into their EVE careers.
- HUD Redesign: The first phase of EVE Online’s new heads-up display. Players can opt in through Feature Preview and switch back to the current HUD while the redesign evolves based on community feedback. The updated HUD makes ship status, capacitor energy and module activity easier to read in combat.
- Achievements and Art: New achievements across New Eden, including secret challenges for capsuleers to discover, alongside a visual effects and lighting pass on a range of frigates.
Coming in 2027:
- Empire Showdown (January 2027): An epic four-way community battle brings New Eden's empires into direct conflict. All capsuleers can participate, with bonuses and reinforcements earned during the Military Campaigns giving their empires an edge.
- Conquests (beginning February 2027): Seasonal Factional Warfare introduces shared objectives, personal rewards and definitive winners. Capsuleers earn Conquest Power throughout each season, unlocking advantages for their empire ahead of a climactic final siege. The evolving connection with EVE Vanguard will also give players on the ground a stake in their empire’s fortunes, with their contributions helping to strengthen its position in space.
