Case Study – Figment

“Game If You Are have provided comprehensive long-term support across PR, events and strategy. Their input has been invaluable, and has ensured we’ve gained coverage from media we wouldn’t otherwise have been able to.” – Klaus Pedersen, CEO of Bedtime Digital Games

Bedtime Digital Games were working on their second major release, Figment – a puzzle action adventure with a strong focus on music. They needed a PR partner to help guide them towards a staged multiplatform release, starting with the PC version of the game, then moving into console launches.

Figment was a vital game for Bedtime, and it was important to them to have a robust strategy and meaningful interest well in advance of launch. Therefore, they approached us to begin working together early in 2017, with a PC launch planned for September.

What we did

It was immediately clear that Figment offered a striking audiovisual experience which was likely to resonate with fans of artful indie games. We positioned Figment as “a musical adventure” and focused in on the songs ‘performed’ by enemies in the game, pitching Figment to the media as “an indie game that also happens to be a full-blown musical” – something that resonated widely and was adopted as a key descriptor by the video game media.

In order to generate top-tier attention, we commissioned an impactful trailer and released this as part of a game reveal campaign, in which we also attended video game expos and managed preview appointments with the press. Our aim was to generate consistent and ongoing pre-release coverage that increased in volume and potency as the game neared release. We placed musician Stöj Snak – who composed the game’s soundtrack as well as contributing to game design – front-and-centre of the campaign, securing multiple interviews for major publications that allowed us to generate content outside the usual news-preview-review press cycle.

In September, we launched Figment’s PC version – with a ‘live launch party’ at the EGX show in Birmingham, England. Stöj Snak played a guerrilla acoustic set in the middle of the show floor, where dozens of people turned up to listen to the music, have a glass of free champagne, and play Figment before anyone else.

Throughout the whole campaign, which continues as we head through the console launches, flexibility has been key – as the staged multiplatform release would mean being beholden to platform holders’ requirements and dates. We built in key milestone reviews to adjust and refine the plan of action accordingly, ensuring we could keep up momentum while planning for the unexpected.

What we achieved

Figment has been one of the indie hits of both 2017 and 2018 – with both PC gaming and Nintendo Switch media heralding it as a prime example of beautiful audiovisual game design. Already, Figment has been covered by almost every noteworthy video games publication on the planet – from IGN to Gamespot, PC Gamer to Nintendo Life, and beyond. It was heralded upon launch, with VideoGamer referring to its ‘outstanding’ musical work, God is a Geek describing it as a game in which “there is so much to love,” and PC Gamer’s glowing review stating: “it really captures my imagination.”

Figment is now a multi-award-winning indie game which generated significant media hype both before and during its launch phases on both PC and Nintendo Switch. As a result of our success with the PC and Switch versions, Bedtime Digital Games chose to retain Game If You Are through Figment’s entire release cycle, and we are now actively planning for the game’s forthcoming Xbox One and PlayStation 4 releases.