it wouldnt hurt them to let the publicity take a look at the game.
invite some gaming mag writers, releasing artworks, screenshots, short vids.
you dont need millions for PR, you need only a good informed fanbase.
As far as I can see that was all done in Germany. All gaming magazines and several gaming sites have received preview copies. There are plenty of previews to be found at german gaming websites. But then again there is a publisher in Germany to take care of that. There isn't one in the rest of the world.