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Game Launches

A launch is not
one moment.

A game moves through reveal, validation, release and live momentum. We plan media and creators around the moments that change what players know, believe and do.

The campaign changes with the title, platform and market. The operating logic stays connected.

See the launch system →Back to expertise
Four launch waves along a timeline: reveal and seeding, validation, a concentrated launch impulse in blue, and a long post-launch phase.
The Principle

One playbook. Different rules.

A clear go-to-market system creates consistency. But each platform, market and launch moment has its own discovery logic, timing and audience behaviour.

We translate the launch plan into the rules of the environment where the game needs to win.

Platform Playbook

One playbook. Four sets of rules.

PC, PlayStation, Xbox and Nintendo follow different discovery, timing and audience mechanics. We translate the go-to-market plan into the rules of each platform.

PC and Steam

Wishlist behaviour, organic discovery, sale cycles and festival timing shape how a title builds momentum before and after release.

  • Wishlists
  • Discovery
  • Store traffic
  • Release timing

PlayStation

Store visibility, platform programmes and paid placement mechanics require their own planning logic.

  • Store visibility
  • Launch windows
  • Audience context
  • Paid placement

Xbox

Game Pass, cross-generation audiences and ecosystem discovery change the role of media and creators.

  • Ecosystem context
  • Audience overlap
  • Cross-generation
  • Discovery

Nintendo

Store discovery, audience context and partnership marketing call for a tighter platform-specific approach.

  • eShop discovery
  • Audience context
  • Partnerships
  • Timing
Creator Lifecycle

Four waves. One connected cast.

Creator activity should not begin and end in launch week. We plan the right role for creators across the full release cycle.

  • Paid: solid line
  • Earned: dashed line
  • Amplification: dotted line
  1. 01

    Pre-reveal

    Seeding

    Build early familiarity with the title, genre and people behind the game.

    • Early creator context
    • Genre relevance
    • First community signals
  2. 02

    Demo or beta

    Validation

    Hands-on content, streams and developer access turn curiosity into informed interest.

    • Demo streams
    • Hands-on content
    • Creator feedback
    • Developer conversations
  3. 03

    Launch

    Concentration

    Paid and earned creator activity lands inside the critical release window, supported by amplification where it adds value.

    • Release coverage
    • Launch-day streams
    • Reviews
    • Paid amplification
  4. 04

    Post-launch

    Retention

    Updates, seasons and community creators keep the conversation moving after the initial release spike.

    • Patch coverage
    • Seasonal content
    • Community formats
    • Re-engagement

The cast can evolve across the lifecycle, but the audience should never experience paid, earned and media activity as disconnected campaigns.

From Moment to System

Every launch moment needs a campaign job.

The platform and release phase shape the plan. Campaign Architecture connects the channels, signals and outcomes behind it.

See how the plan flows →
The Model at Work

Built around the launch, not around a channel.

A game-launch case will appear here once the final website case copy and assets are approved.

View the work →
Plan the Next Moment

What does your launch need to move?

A new title, a demo, a major update, a port or a market entry. Tell us what is coming up. We will help build the system around it.

Start a brief →Explore all expertise →