Sniper Elite is a world-renowned series and, in order to reach the target audience that already knows the title, as well as a new audience that loves shooting games, I developed a launch strategy together with Sold Out Marketing & Sales (now Fireshine Games) and Rebellion Developments, the game’s creator. As for marketing, we carried out a massive online campaign, seeking engagement with journalists and influencers, and we used Sony Music’s mailing list to give some musicians who are fans of FPSs a gift kit containing a T-shirt, a Moleskine-style notebook and the game for the platform they owned. The game was advertised in the official Playstation and Xbox magazines, and we created point-of-sale material and online ads, encouraging players to buy the product in major stores. For PR, we started working on the game’s release well in advance and Rebellion send to us a build to present to a select group of content creators, which helped to create greater interest from the public, since in general, those who tested the game said many positive things. We followed up by sending the kit mentioned above to the main media outlets/influencers and to those we wanted to have exposure, we sought to increase exposure by contacting content generators directly, achieving publicity with around 90% of the review codes distributed and greater publicity than For Honor, launched on the same day in stores, February 14, 2017. The product launch was so good that we had a forecast of 20% above what the market asked for, and it was sold to stores in less than a month; and extra units of the game were even pressed to meet the demand for the product. As good partners, even with all the games sold, we supported the product release until the DLCs were released.

Client: Rebellion Developments, Fireshine Games and Sony Music Brasil

Date: December 2016 to May 2017

Category: PR and Marketing