Generating Buzz for a First-Time Horror Developer

The holidays are one of the most competitive times in the video game industry. For first-time developer Duonix Studios,  launching their indie horror title 10 Dead Doves, during a season that is supposed to be “merry and bright,” adds another layer of challenge. Finding the right timing and approach for your game launch is key in finding success in a saturated market. Want some advice? Reach out for a free consultation or shoot us an email at hello@reverbinc.com

The Challenge

What makes an indie horror game stand out during the Holiday season? How will we get content creators to play this game without a promotional budget? 

These were our main objectives when we worked with Duonix Studio on their first game ever, 10 Dead Doves.  

We wanted to make sure the game had adequate coverage on both the content creation side and PR side of the industry. But this game has such a unique aesthetic about it both in its art style and themes that we knew the right targets would successfully spread the word. Strategically timing the game’s launch proved challenging, especially with the annual Game Awards coinciding with our planned release date. With the Winter Steam Sale also approaching at the month’s end, we were keen to maximize our promotional opportunities and potential discounts.

The Strategy

  • Targeted a curated list of 400+ content creators who played similar games in the indie horror genre
  • Targeted media  that prioritize indie/horror games.
  • Promoted 10 Dead Doves on social media platforms that are well connected to a wide pool of content creators like AlphaBetaGamer and Alieann.
  • Launched Friday the 13th, which leveraged the game’s theme, put distance between it and The Game Awards, and ensured participation in the Steam Winter Sale.

It is also worth noting that the Duonix Studios team did an amazing job at keeping their own social media accounts informative and entertaining when it came to promoting their game. 

“Reverb’s support was very dutiful in reaching out to creator targets and both receptive and responsive to the needs of our team” – Mark Byram II of Duonix Studios

The Results

  • Over 30 successful streams/videos of organic content with channels that have a following of 100K + (the highest being 960K)
  • IGN post featuring the 10 Dead Doves launch trailer.
  • Over 100 reviews on Steam within the first month of launch, yielding a ‘Very Positive’ rating.

Why it Worked

  • Targeting the right creators and PR outlets
    • Personalized outreach to creators who played similar titles to 10 Dead Doves
  • Entertaining and engaging assets and social media
  • Knowing the right timing (launched on Friday the 13th, a known “horror” holiday)

Important Numbers

  • 14 pieces of PR launch coverage
  • 33 organic videos/streams from content creators
  • 110 Reviews on Steam

Contact REVERB for a free consultation

Ready to level up your game? Schedule your free 30-minute consultation with Reverb, the leading video game PR agency. Let’s power up your project together – book your session now!

OUR SERVICES

OUR PARTNERS

MEET THE TEAM