Post Void was a small game by a small studio made up entirely of two people at YCJY Games. We knew it was something special when the devs described it as “a sort of mix of Devil Daggers and Downwell with heavy influence from Francis Bacon.” Upon booting up its prototype, we were not disappointed. This gonzo first-person roguelike scramble propels players through a cacophony of bright neon corridors wherein the player must slaughter demons to keep up their rapidly draining health. It was clear right away that this could find a dedicated audience if we sniffed out the right sources.
Since Post Void was a smaller release than the developer’s other commercial titles, launching at a modest $3, we opted to go for an unorthodox precision shot of a targeted outreach where we’d only announce the game’s existence once it was already out and available for purchase. We knew smaller games of this scope tend not to garner much attention prior to launch, but we figured that once people could try it for themselves they’d immediately understand what made it special. We were right!
To prepare for this surprise launch, we offered some outlets and streamers early review codes under embargo, keeping the press release under lock and key until the game was available for purchase on Steam. We were particularly catering towards fans of Devil Daggers, looking for PC outlets and streamers who liked short, sweet arcade first-person shooters.
The real proof of Post Void’s mettle was in how many glowing reviews it garnered from major outlets such as Polygon, PCGamer, Screen Rant, Rock Paper Shotgun, Dualshockers, and The Sixth Axis, with 38 reviews in total and a MetaCritic score of 76.
Upon its launch Rock Paper Shotgun
called it “a masterpiece of compulsive motion and hypnotic,
irresistible sounds,” noting “it does something to my brain that I’ve
never experienced before.” Polygon stated “Post Void is teeny-tiny, but drenched in style.” And PCGamer said of it “$3 for one of the wildest-looking shooters ever? Yes, please!”
Additionally, we built up some brand recognition through posting an op-ed from YCJY Games' co-founder Josef Martinovsk for GamesIndustry.biz’s “Why I Love” series, this time focusing on the game creator’s penchant for the similarly experimental Thirty Flights of Loving.
We also helped build community engagement by setting up a Reddit AMA with the developer shortly after launch, ensuring that fans could get to know the devs as real people rather than some shapeless shadow behind the curtain.
Overall the Post Void campaign was a rousing success, especially for such a small indie release launching in such a compact campaign. Through deliberate positioning, targeted outreach, and sustained follow-ups, we managed to ensure that Post Void didn’t fall through the cracks, and indeed got the attention of several of the world’s largest gaming outlets.
To see all of the Post Void coverage we cultivated, check out this Coverage Book.