Case Study - Super Squad

RETO MOTO digital transformation

Digital Marketing for Bad Fox Studios' Super Squad

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Background

The Game Marketer was approached by UK game studio Bad Fox Studios to assist them in planning and promoting a beta test weekend of their game Super Squad. Super Squad is a multiplayer, 5v5, top down Multiplayer Online Shoot-‘em-up (MOSH – a new genre coined by the developers).

The Challenge

With the game in closed beta, The Game Marketer was tasked with overseeing a campaign to raise awareness of the game and ensure that enough players joined their servers and participated in their beta test weekend.

The Goal

To successfully get players playing Super Squad over their beta test weekend and to get content creators streaming and making videos about the game to maximise coverage.

The Approach

  • To run paid media campaigns on various social media platforms, utilising data and analytics to create lookalike audiences and to create target audiences that would have good conversion rates.
  • To manage and update company social media to engage their current audience and build out their online profile.
  • To carry out influencer outreach to raise awareness of the game among content creators and to maximise coverage.
  • To collaborate with esports teams in paid campaigns, organising and overseeing content creation from them.

What We Did

Paid Media Campaigns

SuperSquad paid ads

The Game Marketer created new marketing materials for Super Squad and ran advertising campaigns on various social media platforms, including Facebook and Reddit. We oversaw the delivery of these campaigns, using data analysis to create target audiences, and adapting our strategies over the cause of the campaign, in the end exceeding forecasted click-through-rates (CTR) and conversion rates.

Social Media Management

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We put together a plan for social media posts form Super Squad accounts and actioned plans to better engage with Super Squad’s current fanbase as well as drawing more people in. The Game Marketer oversaw the management of accounts on Twitter, Facebook and Reddit, putting together strategies for each platform. Gifs and images were created to use across the platforms, tweets were crafted and scheduled to go out at peak times, and we posted in relevant subreddits in order to grow the audience of the game. The Game Marketer also put together strategies to grow the Super Squad Discord. This was a great Discord with traction to the games’ Discord growing rapidly.

Influencer Marketing

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As well as looking into esports teams, The Game Marketer also did more general influencer outreach to gain more coverage. We liaised with the developers at Bad Fox and helped to oversee the creation of exclusive in-game content for influencers and content creators to entice them to play the game. This proved to be very successful, with hundreds of hours of content being created across the weekend, with streamers from all around the World getting involved and playing the game.

Esports Campaigns

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Part of the future plan of Super Squad is to enter the World of esports, with the long-term plan to be to host international competitions and formulate competitive leagues within Super Squad. With this in mind, The Game Marketer crafted a plan to collaborate with esports team for the beta test weekend and beyond, both to maximise coverage for the weekend but also to raise awareness of the game within esports. The Game Marketer started by stiving to build grassroots links to UK based esports teams to formulate the foundations of Super Squad as an esports entity. To achieve this, The Game Marketer carried out research and singled out teams to work with on this campaign, handling conversations with the teams, orchestrating the plan for each individual team and managing their streamers for the weekend, as well as overseeing the tracking of deliverables throughout the weekend. These initial foundations have led to other teams showing interest in the game from the UK and beyond. Conversations with esports teams from all over the globe have followed, including teams from America, Italy and Denmark. These conversations have ranged from plans to get teams involved in upcoming beta test weekends, plans to host in-house Super Squad tournaments and many more exciting things that are sure to be announced in the near future. The esports campaign as a whole has been a great success for Super Squad, with many esports players and streamers regularly coming back to join in with the weekly beta tests. The campaign saw some fantastic content being created across many social platforms such as Twitch, YouTube, Twitter and TikTok.

THE RESULTS

The beta test weekend was a huge success, with targets and predictions being excelled across the board. The social platforms of Bad Fox Studios gained a lot of traction and the Discord server community grew vastly. The esports teams we collaborated with delivered on the proposed plans of action we had in place, with many of their streamers thoroughly enjoying the game. Wider influencer coverage was very good, with streams in multiple languages being broadcast across the globe. Most importantly, the beta test was a great success for the developers, providing crucial data and analytics for them to utilise in the future, with general awareness of the game growing hugely. The Game Marketer is continuing to work with Bad Fox Studios on Super Squad, with the beta test weekend being so successful that Super Squad is now hosting a weekly beta test on weekends and will continue to do so until the game moves into early access.

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Robo Square

“Phil and the team at The Game Marketer have been excellent to work with and have gone above and beyond to deliver everything we’ve asked of them and more. With their help, our beta test weekend was a massive success and we are so pleased with all the work that they’ve done for us.”

Barry Hudson, Studio Head of Bad Fox Studios

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