where Bastion helped
We create and deliver campaigns rooted in real world stories.
Pick any week in the calendar and the chances are that a blockbuster video game is launching, taking all the light from other titles trying to catch some shine. In a year where it feels like everything is a blockbuster, how do we convince the world that, in fact, Everything is Crab?
To get attention you first you need a personality worthy of it. The Bastion team, in partnership with Secret Mode, aligned on how Everything is Crab lives across every touchpoint, from media, to outreach, to social content and beyond. Consistency is key to build familiarity and create a memorable game that can hold its own. Through the comms and marketing strategy and planning, everything had to feel consistent and true to the voice of the game.
Just as important as a personality, is finding the opportunity for it to come out of its shell.
Steam Next Fest is a go-to moment for many developers to get their game in the hands of players. However, October 2025’s Fest played host to over 3,000 demos, making competition just as fierce as when competing with the big hitters. To give Crab it’s on moment to shine, the marketing plan focused on December as a much better opportunity to make a snap impression, at a time of quieter media schedules.
A dedicated game preview moment was presented to media outlets in an irreverent, quirky tone befitting of Everything is Crab, and the content that came from this moment saw wishlists boom. A 91.44% increase 7-days post-coverage, skyrocketing to a 1048.33% uplift one month later. Everything was becoming Crab.
Bastion then set to work on a global review and marketing campaign. Our OneVoice international footprint, with local offices in over 15 territories, provided the knowledge of which journalists and outlets to connect with to guarantee coverage in key markets. Our extensive media database allowed us to quickly identify critics with a passion for roguelites and a love for games with a similar art style.
Maintaining Crab’s tone of voice through to email outreach, the team created a can’t-miss pitch that gave press something to get their claws into.
With over a dozen press reviews, a 90% positive Steam review score and 200,000 copies sold in its first three days, we can safely say that Everything truly is Crab.
The most common KPIs across all campaigns are conversions; so wishlists, pre-orders and purchases. But the additional KPIs that determine success depend on the objective of the campaign.
For awareness-focused marketing campaigns, Bastion will use KPIs such as reach, impressions, views, social media follower growth, average watch time and others. For consideration marketing, we may opt for click-through-rate, view-through-rate, traffic to product pages. Then of course we have paid marketing focused KPIs such as cost-per-acquisition (CPA), cost-per-click (CPC), cost-per-mille (CPM) and others.
No matter your objective, or level of knowledge around marketing return-on-investment (ROI), Bastion is here to support and deliver success for your team.
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