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Battle Preparations
CHALLENGE
Players labelled the title as a “lobby game”, which for some was off-putting, especially in front of an Esports audience, so The Game Marketer had to fuel positivity into an already controversial playstyle.
GOAL
Generate press awareness, gain traction with influencers and creators, and position the title in front of an Esports audience.
APPROACH
Craft and distribute relevant press releases to major outlets. Explore influencers and Esports teams to develop the audience profile to match the initial plan. Advise on all marketing activities and ensure a healthy life cycle.
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PR
There were several conversations that took place in order to ensure the target audience was met, we targeted press contacts that had a significant audience within Esports. The Game Marketer ensured that all press releases and communications praised the titles interesting approach to Esports and that they highlighted the title for its true value.
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Influencers & Esports Integration
Ensuring that the audience matched the intended profile was a top priority here. The goal of the studio was to build a good structure for the Esports activity that was planned later on the overall roadmap. We reached out to several creators that were associated with Esports in one way or another.
The goal here was to find a team that would be associated with The Machines Arena on a long-term basis. The Game Marketer presented a cost-efficient and well established Esports organisation that were already interested in the title.
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The Results
Many press contacts created articles on The Machines Arena which developed a rich audience of esports enthusiasts and established the title’s presence within the Esports market. The Influencer engagement was also a huge success, generating 25,359 hours watched and a 774% increase of viewers. Buzzkill and Directive games are still collaborating and are making high-quality content that is both enjoyable and informative for new players.
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