What happens when some of the incredible talent from Monolith who created vintage groundbreaking FPS franchises F.E.A.R. and No One Lives Forever, depart and set up their own new micro studio – Blackpowder Games. With a new IP, Betrayer – a monochrome first person action adventure game that takes players to the New World at the turn of the 17th century – the studio needed a global communications campaign to launch the studio and drive gamers onto the steam early access alpha.
Our attack plan was to kick off with an exclusive interview and Betrayer reveal with PCGamer.com, and then a series of top tier interviews with some of the biggest core games media, including Rock Paper Shotgun and Eurogamer. We then talked to bloggers and indie sites that have dedicated gamers that support the excitement of a great new game. We also supported Betrayer at PAX to get media appointments and consumers playing the game. As well as distributing the launch press release to our awesome media global network, which generated over 700+ news stories, we followed up the alpha launch with a campaign that secured 200 previews from North America, throughout Europe to Australia, turning Betrayer into an FPS to watch.