4 Best Pre-Launch Game Studios Campaign Examples

With immersive graphics, engaging storylines, and virtual realization mechanics, the hype and enthusiasm for gaming is spreading worldwide. With the market capital reaching over $250 billion by 2025, the gaming industry is now worth more than the movies and sports industry combined.

While the numbers spark interest in independent investors and gaming brands, not every studio turns in a profitable revenue stream from video games. Frankly, game development costs a fortune. As a developer, you need a compelling marketing strategy to turn up healthy profits out of your investment.

Given the cutthroat competition, it’s a battle for attention with every launch. From offering exclusive deals to pushing the hype through social media, game companies go to extreme lengths to spread their word to the target audience.

But as most marketers say, the ideal time to start your marketing campaign is during pre-launch. If you’re looking to build up anticipation for your upcoming game launch, it’s best to look up to market leaders for inspiration. We’ve brought you 4 best pre-launch game studio campaign examples.

What is a Pre-Launch Marketing Campaign?

Product launches aren’t a single-day phenomenon. Regardless of what you intend to introduce to the market, it needs a meticulously crafted promotion strategy that includes all major events that lead up to the launch day.

A pre-launch marketing strategy refers to the activities a company undertakes to raise anticipation and hype for a new product or service that’s about to enter the market. The purpose is to prepare the audience for an upcoming release and to ensure a higher turnout on the launch day.

Before the release of a video game, game studios usually release teaser trailers, and gameplay previews on online forums and websites to build excitement and interest among fans. It’s a perfect time to showcase what sets you apart from others in the market, whether it's innovative gameplay mechanics, stunning graphics, or an engaging storyline.

The bigger the buzz, the more the players are driven to pre-order the game or purchase early access versions, providing a source of initial revenue.

Potential of Pre-Launch Marketing in the Gaming Industry?

Often, the success of a product launch is measured by the hype that precedes it. An average indie game only sells a few copies, despite costing less than $10. Unpopular games rarely ever sell. To turn up hefty profit margins from game development, you need an enthusiastic fanbase who is anticipating the launch.

In the gaming industry, pre-launch marketing ensures a strong initial player base, generates early revenue, and sets the stage for post-launch marketing efforts. Here’s why every game development company should invest in a pre-launch marketing plan:

Propels an Early Revenue Stream

Game development is expensive which is why developers often look for ways to build an upfront revenue source and maximize day-one sales. Some game studios release early-access versions of their games or take pre-orders for their titles well before the official release.

Through proper advertisements highlighting the in-game features, exclusive season passes, and collectibles, marketers can whip up the fans to spend cash early on.

Fosters a Community of Fans

Studios that maintain a robust online presence and keep the audience engaged through targeted posts and regular updates are likely to attain a loyal following. When these individuals talk about your video game or share posts related to it, it indirectly adds to the hype.

Developers should actively participate in discussions, respond to questions, and listen to feedback. Make your fans feel heard and valued, so they develop associations and may spread good word on their social networks.

Allows Room for Improvement

When online multiplayer or server-dependent features are part of the game, pre-launch marketing campaigns can include stress testing. Controlled online tests help developers identify server stability and performance issues, and address them before the game's servers are inundated by a large player base on launch day.

Playable demos and beta tests help developers assess the game's gameplay balance, difficulty levels, and pacing. Not to mention, the player feedback on these aspects helps fine-tune mechanics, ensuring a more enjoyable experience for all players upon release.

4 Best Pre-Launch Game Studios Campaign Examples

The craze for video games is skyrocketing across the world. The blooming market leaves enough ground for new game studios to capitalize on. Whether it’s running ads across social channels or in-game advertising with teaser trailers, modern-day marketers have a complete set of tools to promote their upcoming releases.

Gamers are everywhere - you just need to target your marketing campaign to the right people at the right time with the best practices at hand. Let’s take a look at how the big names in the video game industry turned out to be blockbusters.

Blizzard Entertainment - Overwatch

Despite Blizzard’s surprise announcement about Overwatch at BlizzCon 2014, it was ready to take the gaming world by storm, though very few could anticipate it at the time. The journos were taking odds on potential expansions of Blizzard’s existing franchises - World of Warcraft 2.0? Blackthorne Returns? Or a Diablo III expansion - but the studio had other plans.

Overwatch’s announcement at the BlizzCon was more than just a headliner. What many might call a bold move, Blizzard revealed Overwatch as a playable version, not just a vertical slice demo for exclusive members but for every attendee at the convention.

The Marketing Strategy

Blizzard could have played it safe - reveal a teaser trailer or gameplay demo and let the social media do its job - but the buzz wouldn’t have carried the news as far. The six-minute-long cinematic reveal trailer featured intense CG visuals, which arguably left a more profound impact on potential customers. For the fans who couldn’t be on the show for initial coverage, Blizzard released a gameplay trailer the same day.

From a tactical standpoint, the short-length animations were more likely to be shared on social media. Besides, the animated short captured the game’s essence without featuring snippets of the in-game storyline. Either way, Blizzard got what it imagined: hype and praise from the actual hands-on experience by the attendees.

Following the initial reveal, Blizzard organized several closed and open beta weekends, allowing a larger player base to experience the game and provide feedback. It fueled excitement in the fans via Twitch and YouTube streams and offered valuable feedback to fine-tune gameplay mechanics.

In June 2015, Blizzard officially added Overwatch to its Battle.net client base. Even though the game wasn’t playable, it helped fans channel into the newsfeed and updates about the game. Nearing the official launch, Battle.net became the portal for showcasing back stories for a number of characters.

Blizzard’s pre-launch marketing tactics played out big time. The overall metrics gathered from its open beta in early May 2016 revealed that nearly 10 million players from 190 countries had positive expectations from the launch. Consequently, Overwatch won the “Game of the Year” award at the 2017 D.I.C.E conference, surpassing 25 million sales in the first year.

CD Projekt Red - Cyberpunk 2077

Promising immersive graphics and next-generation gameplay, Cyberpunk 2077 was one of the most anticipated video games of the last decade. The open-world Sci-Fi RPG game set in a dystopian world was first teased in 2012, featuring Keanu Reeves as the star protagonist.

Even with such a long, hyped run-up to release, CD Projekt Red fared well in keeping itself at the center of attention and cashing on the buzz along the way. Despite being mired with controversy as a catastrophic failure, Cyberpunk 2077’s launch recorded over $550 million in sales, all thanks to its commendable pre-launch strategy.

The Marketing Strategy

All credit to the CDPR marketing team, The Cyberpunk 2077 campaign lasted for almost 8 years but gained real momentum in the E3 of 2019, when the game cast Keanu Reeves. The Hollywood sensation helped broaden the context and recognition of the game, taking it to the top of every gamer’s wishlist.

To provide a more in-depth look at the game, CD Projekt Red released several gameplay demos and "deep dive" videos. It delved into the lore and world-building of "Cyberpunk 2077,” explaining different factions, districts, and the socio-political climate of Night City, giving players a deeper understanding of the game's setting.

CDPR conducted a series of livestream events called “Night City Live Wire,” offering a direct line of communication between the development team and the gaming community. It was set to introduce fans to the game's diverse cast of characters through character profile segments, adding depth to the game's lore and generating interest in the personalities players would encounter.

What proved as a cornerstone for Cyberpunk 2077’s unprecedented hype was its timely and effective crossover partnerships. CDPR collaborated with Sprite in a joint marketing venture titled, “In 2077 thirst doesn’t exist.”

The hype was so massive that even companies like Samsung and Microsoft X cashed in with limited Cyberpunk series TV sets and Xbox consoles.

No other game experienced a more vivid representation outside community portals. Cyberpunk 2077 was featured across the screens in Times Square and on billboards.

Nevertheless, following its launch, Cyberpunk 2077 fell victim to its own hype. The studio talked itself into a corner, releasing an undercooked version of the game so bad that it was removed from the PlayStation store.

Rockstar Games - Red Dead Redemption II

For most gamers worldwide, the brand value of Rockstar Games alone is enough to ooze interest for any upcoming launch. The industry titan of open-world RPG video, Rockstar has introduced masterpieces like Grand Theft Auto, Max Payne, and of course, Red Dead Redemption.

The game studio rarely fails to build up anticipation for its upcoming launches, which ultimately translates to higher sales on D-day. The GTA-like action-adventure game, RDR2 was initially launched in 2018 after a series of well-targeted pre-launch tactics, which helped sell over 24 million console copies.

With now being available on PC, the sales are expected to grow even more. But what made Rockstar’s pre-launch strategy, a masterclass for new game studios?

The Marketing Strategy

Rockstar's remarkable success is often attributed to the Grand Theft Auto V, which brought over $6 billion in revenue since its release in 2013. For RDR2, the strategy was largely identical.

One cannot belittle Rockstar’s ability to develop world-class games with unparalleled animation and photo-realistic graphics. Even though the developers took on one of the most controversial episodes of US history as RDR2’s storyline, all it took was a single tweet with the company’s logo against a red background to get the fans frenzied for the game launch.

Even though the tweet didn’t reveal much, the news spread across channels and even made it to the top page of major gaming subreddits. The suspense was later calmed down when developers released a second tease - a picture of seven silhouettes in front of a setting sun. As the anticipation rose for the big reveal, Rockstar released the first trailer days later showcasing the game’s environment.

Further close to the launch, “Red Dead Fever” engulfed the fans worldwide. Seeing the overwhelming hype, Rockstar went in to cash it via unconventional tactics. The studio set forth a campaign saying “Paint the world red.” The advertisements and murals were seen everywhere from Thailand to Australia. Estimates suggest that Rockstar spent over $200 million in marketing budget, higher than GTA V.

Epic Games - Fortnite

When a new edition of Assassin’s Creed or Call of Duty arrives, we are used to seeing mainstream and social media channels in uproar. Game studios rent out major billboards, buy ads in newspapers, and hire space on public transport, anything to propagate the message to the widest audience.

But with Fortnite’s launch, Epic Games redefined how marketing works for video games. With a player base encompassing 350 million - more than Netflix - Fortnite has produced over $2.6 billion in collective revenue. But what made it so popular?

The Marketing Strategy

It all started with teasers. Short videos and images were released, hinting at an unknown world with bolder animation and quirky characters. Epic Games launched a pre-release teaser landing page meant to intrigue the gamer community about what’s coming.

To lure in an audience before the official release and to ensure they don’t launch to crickets, Epic introduced pre-order sales. Players who preordered the game with founder’s packs go early access to Fortnite: Save the World - the first version of the three game modes. The studio attained 500,000 digital pre-orders days after.

As the excitement continued to grow, Epic Games surprised everyone with a twist. In September 2017, they released a free-to-play battle royale mode for Fortnite. It was a bold move, catching players off guard and quickly drawing a massive player base. The battle royale genre was exploding in popularity, and Fortnite was at the forefront of the movement.

The game's success was fueled by frequent updates and "seasons." These brought new content, changes to the in-game world, and exciting cosmetics. Players always had something to look forward to, and it kept the game feeling fresh and dynamic.

What brought on a steady stream of players was its cross-platform functionality. Players could log in to their accounts, join forces with friends through multiplayer, or compete together.

Top Pre-Launch Game Marketing Ideas You Can Implement

Promoting your game with the right tactics can get you access to a global audience and establish your reputation as a development studio. Here’s what you can learn from the best-performing game studio to conduct a successful pre-launch marketing campaign:

Trailers and Cinematic Reveals: Every pre-launch game campaign is kicked off through teaser trailers and cinematic reveals giving a peak into the game's world, story, and characters.

Social Media Teasers: Post visually captivating teaser images and short video clips that offer glimpses of the game along with craft cryptic messages or clues related to the game's storyline on your social handles.

In-Game Crossovers: Include elements from other popular franchises or games within your game. Special in-game events or crossover content can generate excitement and attract fans of those franchises.

Release Playable Demos: Early access builds a sense of ownership among players and allows you to refine the game based on player input. Provide players with the opportunity to experience the game firsthand through playable demos or beta tests to build excitement.

Closing Note

Whether it’s the planning or budget requirements, marketing doesn’t come easy. When budgeting for your game development, make sure to leave out a certain sum for pre-launch marketing. You cannot afford to launch in an unprepared market, where the audience hardly knows what’s coming.

But before you release any sneak peeks or invest in advertisements, run controlled tests with a selective user base to ensure players will stick around following the launch event. If you’re investing all your manpower in the development, let experts handle the marketing for you. Prefinery.com helps brands run successful pre-launch campaigns to spring up in popularity.

FAQs

How can I measure the success of my pre-launch marketing efforts?

Success in pre-launch marketing is often measured through website traffic, social media engagement, email sign-ups, and the growth of your online community. Additionally, pre-order numbers, wishlist additions, and player feedback can provide insights into the popularity of your campaign.

When should I start my pre-launch marketing campaign?

The timing of your pre-launch marketing campaign depends on the complexity of your game and the scale of your marketing efforts. Teaser campaigns can begin even earlier to generate anticipation. In general, it's best to start at least several months before the planned release.