Tides of Annihilation Case Study

THE SITUATION

In 2024, newly formed, China-based Eclipse Glow Games approached Reverb Communications for strategic planning on the reveal of their debut title – Tides of Annihilation – as well as long-term, go-to-market campaign planning.

There were two immediate challenges:

1. Building awareness for a brand new game –
   New IPs have the major issue of attracting awareness and attention against well-established game brands.
2. Garnering editorial interest in a game developed by Chinese developers –
   With the seismic-shifting release of Black Myth: Wukong, AAA-level Chinese-developed games have flooded the market, making it more difficult for new Chinese developed games to stand out from the crowd.

Reverb went to work, focusing on the following activities:

• Identifying selling points and drafting of product features, press release related materials, and first party developer blogs
• Creating strategic approach for each announcement with active pre-pitching and post-announcement outreach 
• Utilizing first party reveals (i.e. State of Play, Xbox Partner Preview) to increase awareness and wishlisting 
• Leveraging Reverb relationships with top-tier gaming press to plan exclusive editorial opportunities

IMPRESSIVE RESULTS

Reverb delivered remarkable and notable coverage for Tides of Annihilation resulting in both quality top tier features and numerous quantity of postings.

STRATEGY & EXECUTION

In preparing for the announcement reveal at Sony’s State of Play Showcase in February 2025 and the Xbox Partner Preview in November 2025, Reverb planned and executed the following activities to maximize awareness of Tides of Annihilation and amplify the hype for Tides as one of the most anticipated games in the future:

• Strategic Planning and Timeline Management

• Creation of key messaging on game features and USPs focused of London backdrop and Arthurian story elements
• Drafting of press release materials focused on USPs
• Management of major deadlines leading up to announcements

• Detailed Announcement Planning

• Guidance of marketing assets including video trailers, key art, and screenshots
• Embargoed pre-pitching to top embargoed outlets and post-launch outreach
• Creation of in-depth Tides “FAQ” docs to provide additional editorial content to media outlets
• Planning and execution of additional IGN exclusive features to boost monumentum of announcements

• First Party Event Activities

• Direct outreach to major PlayStation and Xbox media outlets for each showcase 
• Editing PlayStation Blog for Tides announcement
• Drafting Xbox Wire dev blog and Xbox Team relationship management

Additionally, Reverb assisted in guiding influencer initiatives:

• Assisted with all KOL outreach and agency relationship management
• Created a timeline to maximize coverage from KOLs and audience

TOP COVERAGE QUOTES

“Tides of Annihilation continues to look awesome in new dimension-shattering gameplay… it’s very, very extra. The visual spectacle is particularly impressive.”
– Eurogamer

“Looking like a fantastic mix between Final Fantasy 16 and the legendary Elden Ring… [it] could offer a worthwhile experience for fans of games like Final Fantasy 7 Rebirth.”
– Screenrant

“[Tides of Annihilation] even outdid the flash and spectacle of games like Devil May Cry V and Final Fantasy XVI… an exhilarating trailer.”
– IGN

“There’s a little bit of everything in Tides of Annihilation. There’s some platforming, Assassin’s Creed-style parkour, and boss fights reminiscent of Elden Ring or Bloodborne.”
– PCGamesN

“Tides Of Annihilation brings Devil May Cry’s speed and God Of War’s scale to post-apocalyptic Arthurian London… I’m interested in the game partly because it’s a Chinese interpretation of London.”
– Rock Paper Shotgun