Campaign Drives Global Buzz & Success

Prolific Chinese developer and publisher Lilith Games enlisted ÜberStrategist to secure extensive press coverage for the launch of AFK Journey, the sequel to their hit AFK Arena.

Our 8-month campaign aimed to create widespread buzz, drive pre-registrations, and ensure a strong launch, while maintaining high expectations and overcoming challenges in differentiating AFK Journey in a competitive market.

We started by crafting a targeted list of press contacts for previews, reviews, and exclusive features, followed by multiple waves of pitching, which resulted in guides and positive articles.

To boost visibility, we placed trailers on IGN’s website and YouTube channels, driving pre- registrations. This multi-channel approach ensured widespread attention across various platforms ahead of the game’s beta and full launch.

The impactful campaign boosted buzz around AFK Journey and led to extensive coverage from top-tier outlets like Eurogamer, Gaming on Phone, MMORPG, PC Invasion, Pocket Gamer, and Siliconera. The strategic placement of trailers on IGN’s platforms further encouraged player engagement and pre-registrations.

Our efforts resulted in widespread media attention, which solidified AFK Journey’s position in the market and ensured it met the high expectations set by its predecessor.