Bastion approached the brief with a clear three-tiered strategy. Activating core creators already aligned with the game, re-engaging lapsed players with nostalgic or updated content and attracting new players through entertaining and accessible creator content.

YouTube VODs and short-form clips were timed to go live at launch, with Twitch and YouTube livestreams following shortly after. Despite the client’s extensive existing partner list, we successfully sourced new voices including JackFrags, a notoriously hard-to-lock creator, whose run in with an elk brought bonus humour and reach.

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FAQ: How does working with creators fit alongside my game's launch strategy?

Creators can play a critical role in getting your audience to discover your game and learn more about it.

Creator marketing embeds alongside brand strategy, comms planning, social media marketing and go-to-market campaigns, rather than treating each a separate activations. Cohesive and repeated messaging across each marketing pillar ensures your audience gets clarity about why they should care about your game.

Bastion identifies creators that will deliver authenticity to your game and their communities. Campaigns are built to fit both the tone of your game and the content of the creator, meaning they deliver more than reach, but meaningful engagements with a passionate player base.