With the game now shaping up into something new and exciting, we began work on a strategy to build up to launch. We began speaking of the game as an ‘RPG-lite’, whereby traditional RPG mechanics were pared back in support of the game’s enchanting story, character-building, and in-game world. We crafted a plan to ‘re-announce’ the game via a combination of a PR campaign, a digital advertising campaign, and extensive social media and community building – helping the studio to refine the alpha version of their game as an incentive to join their Discord server and attract the press.

When the game was re-announced in the summer of 2022, it achieved high-profile media coverage from the likes of Kotaku and PC Gamer, and began to draw interest on social media channels. Working in collaboration with Lofty Sky in order to maximise their budget and take advantage of their in-house resources, we crafted new trailers and tailored their Discord server for increased interaction and engagement. And via a highly targeted digital advertising campaign, we sent hundreds of thousands of potential fans toward their Steam page, resulting in almost 10,000 wishlist additions – long before the planned release of the game – giving the game a competitive advantage on the platform and yielding a higher baseline of organic wishlists.