Playside Studios, a respected publicly listed developer, had a bold vision for their real-time strategy title Age of Darkness. The Game Marketer joined their journey early in development to build anticipation before the game’s early access launch. With only early stage content and limited assets, the focus was on creating strong market interest that would translate into a substantial wishlist count. These efforts exceeded expectations and secured the attention of Team17, a leading UK publisher.
Before working with The Game Marketer, Playside Studios needed to spark excitement around Age of Darkness without the advantage of final gameplay footage or a large-scale marketing campaign. Building a following with minimal assets required strategic planning, creative storytelling, and precise execution. The objective was to generate significant wishlist numbers to position the game as a highly anticipated release in its genre.
The Game Marketer designed a coordinated campaign that amplified visibility, capturing player interest months before release. The strategy combined targeted paid media campaigns, influencer partnerships, community building, and press coverage. By uniting these efforts under one consistent brand voice, we turned early-stage teasers into sustained momentum that resulted in more than 125,000 wishlists, over 4 million impressions, and a steady conversion rate of 3.74 percent.
Paid Media Management involved running precise audience targeting across key platforms to ensure every placement reached players who were most likely to engage. Influencer Marketing connected the title with creators who had a genuine link to strategy and RTS audiences, introducing the game to new communities. Social and Community initiatives focused on building a loyal base on platforms such as Discord and X, offering consistent updates, sneak peeks, and engagement to maintain momentum. Press Relations placed the game in the spotlight through articles, previews, and interviews, adding credibility while increasing visibility across major gaming outlets.
The campaign delivered results beyond expectations. Age of Darkness achieved a wishlist count that far exceeded industry norms for an early access launch, generated millions of impressions across digital platforms, and maintained a strong conversion rate. Most importantly, the growing market presence attracted Team17, leading to a publishing deal that strengthened the game’s position for long-term success. The strategy provided a strong foundation for future updates and expansions.
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