This research has as a goal to investigate the participation of gaming communities in gaming companies communication campaigns. In the investigation, communication campaigns of Larian Studios and their game, Baldur s Gate 3, were analyzed. According to the secondary data it was possible to pinpoint the possible forms of engaging used by the company. Interviews were made with players of this specific game. The interviews allowed obtaining the opinion of players in relation to the participation of the community in those campaigns, as well as your feedback of strategies used by the company. As a result, we can see a demand of players for more engagement, which can be beneficial and not only for the developers and the community, but to the development of their games. It was also observed that social networks that dominate the means of communications for the campaigns are Twitter and Discord. The results indicate that a presence of community creators are well accepted in the campaigns, as well as the use of characters from the game itself as a bridge between developers and the community.