Mob Entertainment engaged Renaissance to lead the PR & organic influencer global campaign for Poppy Playtime: Chapter 5, introducing a level of communications polish that the indie studio had not previously incorporated for earlier chapter launches.
We focused on two core objectives: increasing visibility & awareness of the series by generating significant interest from both mainstream & core gaming media, plus elevating the profile of Mob Entertainment as a developer.
Throughout the campaign, we leveraged new assets such as trailers, content reveals & an immersive ARG campaign & this approach resulted in more than a dozen interviews with Mob Entertainment leadership across outlets including BBC Gaming (19.4m), Variety (29.5m), GamesIndustry.biz (1.3m) & Insider Gaming (1.9m).
By launch, we had secured over 700 pieces of press coverage spanning news articles, interviews, guides, coordinated speculative coverage & reviews with a UVPM of 3.75 Billion. Highlights included IGN (80m), The Mirror (40m), Game Rant (23.5m) & Vandal (16m).
The organic content creator effort primarily amplified the work Mob Entertainment had already begun by expanding & refining the “Partners in Crime” ambassador program whilst simultaneously growing the broader creator player base ahead of launch. This included researching & vetting hundreds of new horror, puzzle & variety creators across YouTube, Twitch & TikTok.
One week after launch, creator coverage had surpassed 380 million views across platforms, from a subscriber base of just under 1 billion, The pure organic uptake of Poppy continues to be extraordinary with more than 17,000 Twitch channels, 1,500 YouTube channels along with 600 social channels covering the game.
The campaign supported a record-breaking launch, exceeding sales expectations & doubling the concurrent player count achieved by Chapter 4. The game reached the #1 Global Top Seller position on Steam & became the most-played game on Twitch.
All these results were achieved organically through carefully curated outreach to the media outlets & content creators best positioned to cover the game.
