Much-hyped action-adventure game (and definitely not a walking simulator) Death Stranding received mixed reviews during its initial console release. We were tasked with promoting the PC launch of the game, published by 505 Games, to generate positive reviews from a new audience.

Appointed as AOR in the UK, with a remit to drive top tier coverage and influencer engagement around the massive portfolio of titles published by 505 Games. Remit included, day to day press office, building relationships on behalf of the brand with key games and mainstream media, and advising on EMEA media strategy.

Support the launch of ABZU, but don't give too much away, as the game inherantly includes a risk that it can be watched rathern than played. This was due to the narrative nature of the game, and while visually stunning, players potentially see spoilers online. The approach needed to be targeted, and reach audiences that are likely to be passionate about the game.

Our solution was to develop a campaign that was everything but traditional. From research and focus groups, we knew that influence in this sector was diminishing within traditional media. As a result, we took a single-minded approach focusing the core press office campaign on gaming YouTubers and bloggers.