Coverage for Charming Indie Adventure

Curve Digital enlisted UberStrategist to promote I Am Fish, the whimsical successor to I Am Bread. The game follows four fish friends on a perilous journey home and combines charm with physics-driven gameplay.

The publisher wanted to capture the same kind of attention that made I Am Bread a success. The goal was to secure widespread coverage and position I Am Fish as both a fun, lighthearted adventure and a technical showcase of Unity Engine.

Our team created a PR campaign that highlighted the game’s personality and unique features. Messaging highlighted the whimsical characters, aquatic settings, and inventive gameplay that distinguish the title.

We structured the campaign to include an early preview phase to build anticipation, followed by a strong review cycle at launch. We targeted outlets across gaming and entertainment media to ensure the game’s quirky appeal reached a global audience.

The campaign generated an estimated reach of 9.5 billion impressions worldwide. Coverage appeared in Tier-1 outlets such as IGN, PC Gamer, Rock Paper Shotgun, Game Rant, Screen Rant, and PC Invasion, which brought the game significant visibility across both gaming and entertainment media.

The campaign effectively highlighted the game’s whimsical characters and physics-driven design, capturing both media interest and player enthusiasm. This wave of attention established I Am Fish as a standout indie launch and extended the legacy of coverage Curve Digital first enjoyed with I Am Bread.