Case Study: Yars Rising - Game If You Are

The Background

We’ve enjoyed a partnership with Atari since 2023, having worked together across dozens of projects. The renowned games brand is now a passionate supporter of indie studios – frequently commissioning small games outfits to develop new takes on its established IP.

Yars Rising was one of Atari’s flagship releases of 2024. They approached us to develop a comprehensive, several-months-long multimedia campaign to support their own in-house marketing activities. The project needed to deliver social media and community content, two trailers, physical event presence, and other creative content to get fans excited about a long-awaited return to the Yars universe.

The Project

The campaign for Yars Rising was built around four key strands: launch trailers, social and community content, physical event materials, and an alternate reality game (ARG). Together, these elements created a cohesive campaign that supported the game’s launch across multiple touchpoints.

Music was central to the identity of Yars Rising, so we made it the foundation of the trailer campaign. Working with multiple pieces of the game’s soundtrack, we edited a series of dynamic, fast-paced trailers that captured the game’s energy and delivered attention-grabbing promotional assets for every stage of the campaign.

Alongside the video content, we developed a wide range of social media assets to keep the community engaged throughout the launch period. This included banners, countdown graphics, promotional imagery, and materials supporting community competitions and ongoing updates.

To build excitement ahead of release, we designed and delivered a bespoke alternate reality game. Players uncovered clues hidden across web pages and video content produced by GIYA, encouraging exploration, discussion, and collaboration within the community while generating additional interest ahead of launch.

The campaign also extended to Yars Rising‘s presence at PAX. We created promotional assets announcing the game’s appearance at the event, ensuring consistent branding across both digital and physical marketing channels.

For the show itself, we designed the stand artwork, pin badges, and a range of branded merchandise. Working closely with Atari’s preferred suppliers, we produced print-ready assets to specification, ensuring high-quality materials were delivered on schedule to help drive footfall and reward visitors to the stand.

The Outcomes

The campaign successfully delivered a complete suite of marketing assets that supported Yars Rising across every stage of its launch. From high-impact trailers and community content to event materials and an interactive ARG, each element worked together to create a consistent, engaging presence across digital channels and live events.

The trailer campaign alone generated more than one million video views, helping to build awareness ahead of release, while the wider campaign provided Atari with a versatile library of assets that encouraged community participation, strengthened the game’s presence at PAX, and ensured every touchpoint reflected the quality and personality of the title.

CONTACT

Game If You Are Ltd
PlusX Innovation Hub
Lewes Road
Brighton
BN2 4GL

hello@gameifyouare.com

PARTNERSHIPS

Game If You Are is a founding partner of Safe In Our World – promoting best practices in wellbeing and mental health support in the workplace.

To find our more about Safe In Our World, visit their website at safeinourworld.com

THE LEGAL BITS

Game If You Are Ltd is a company registered in England and Wales, under company number 10708619. Our VAT number is (GB)293022224.

This website uses cookies to optimise your user experience and provide you with relevant content. Read our cookie policy for more information on our use of cookies and how to delete or disable them.

READY TO GET STARTED?