Record-setting Results for the Thing: Remastered

Nightdive Studios partnered with NBC Universal to create The Thing: Remastered, a restoration of the cult classic 2002 survival horror shooter that continues the story of the iconic 1982 film. ÜberStrategist, a long-time partner of Nightdive, was enlisted to lead a nine-month PR campaign to generate buzz for the title.

The original The Thing game was flawed and had well-known shortcomings. We needed to navigate this challenge while reigniting excitement for the IP and the remaster.

Our strategy focused on leveraging earned, high- visibility activities to engage genre and IP fans while targeting core audiences. We also addressed a key critique of the original game—its infection mechanic—by highlighting how Nightdive has “finally fixed” a major issue with the game.

Our campaign included several highlights, including announcing the remaster at IGN Live, placing a trailer in the DreadXP Indie Horror Showcase, organizing a stealth launch in partnership with PC Gaming Show: Most Wanted, and securing a print feature in PC Gamer Magazine.

Our campaign generated significant press and consumer interest, securing coverage across top outlets such as PC Gamer, SYFY Wire, VICE, GameSpot, Shacknews, Bloody Disgusting, GamingBolt, IGN, Fangoria, Digital Foundry, ComingSoon, Men's Journal, GamesRadar+, 4Gamer, and Vandal. This widespread visibility drove engagement from fans of the original film and game, as well as newcomers to the franchise.

By reaching the right audiences and generating excitement through high-impact coverage, The Thing: Remastered received glowing reviews and accolades from the press and players alike. As a result, the title became Nightdive Studios’ fastest-selling game ever at launch.