We devised a three-phase campaign strategy for Brighter Shores – beginning with an announcement campaign, running through an exclusive beta phase, and finally into Early Access launch. Given Andrew’s association with Runescape, this presented both an opportunity and a challenge: we knew that this would be a game that the media would take an interest in, but we needed to be careful to ensure expectations were managed that this was not a new game from Jagex itself and avoid implying any direct association with Jagex or Runescape.

Because of the popularity of Runescape, we set our sights higher than we might for the announcement of a typical indie game, identifying targets at major outlets in the gaming world and beyond. We worked closely with Andrew to establish key messaging points to ensure that Brighter Shores’ USPs were clearly communicated to the media, in a way that established exactly what the game is and isn’t.