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Case Study - The Amazing American Circus

The Amazing American Circus

Managing PR Activities for Klabater

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The Amazing American Circus is a deck building management and tycoon sim developed through a partnership between developer Juggler Games and developer/publisher Klabater. The game was released on September 16th 2021, after being delayed from its initial launch date in August. Klabater approached The Game Marketer for press and influencers support services with the end goal of getting review copies into journalist’s hands and encouraging pick up in the influencer community after a bumpy development road and the aforementioned delays to the final release date.


To manage TAAC’s PR activities in the run up to and including launch day by convincing media outlets to review the game so that it could achieve a metascore and increase general exposure and awareness through streaming channels.


TGM sought to achieve this goal in 3 ways:

  • Providing Copywriting Support
  • Conducting a Press Release campaign
  • Conducting Review Key Outreach

What We Did

Copywriting Support

Copywriting Suppport for The Amazing American Circus

We started with defining what The Amazing American Circus is and who it was for by developing an elevator pitch for the game to be used across all comms channels and in presentations at public exhibitions such as Gamescom and EGX. We also re-drafted the copy across all comms channels to establish consistency of vocabulary, tone and to establish an identity for the game that players would recognise.

Press Releases and Review Key Outreach

Press Releases and Review Key Outreach for The Amazing American Circus

Based on Klabater’s roadmap, the TGM team made a launch plan covering their pre-launch period and launch campaign. We published a press release announcing TAAC’s launch distributed to 1,988 global targets. Before Gamescom, we distributed a press release announcing TAAC’s presence there as part of IGN’s Awesome Indies showcase to 1,975 global targets. On release we published a launch day press release which was distributed to 1,964 global targets. Finally, before EGX, we distributed a press release inviting UK games press to visit Klabater at their EGX booth distributed to 440 targets in the UK, Eire, and Europe.

Additional targets were researched and approached individually from the start of our contract with Klabater through until launch day to complement organic interest seeded by the press releases. In addition we also conducted manual press outreach to our TGM press network to distribute review keys for the game including a targeted push inviting global journalists to register their interest for console review keys.


  • Distinct tone of voice for the game established
  • Organic press campaigns = 70 + pieces of organic coverage obtained
  • Review Code Outreach = 50 + reviews published
Case Study of The Amazing American Circus

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