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Prey

May 2017 saw the release of Prey – the latest title to come out of Bethesda’s critically acclaimed Arkane Studios. A cerebral sci-fi shooter with survival horror influences, Prey promised to be one of the stand-out titles of 2017. Eccentric yet rewarding, our task was to ensure a title with many different influences resonated with multiple audiences and educated them on the many dimensions of its appeal, driving gamers to play the free demo before converting them sale.

Online media was fundamental to the campaign – with foundation of social activity that allows us to segment several gamer groups and serve them bespoke assets that brought to life the aspects of the game important to them. We used content and native promotion in parallel to help communicate the deeper dimensions of overwhelmingly rich and complex story and gameplay, supported by consistent video, display and programmatic activity to help maintain engagement and awareness. Throughout the campaign all activity was supported by performance-led search and retail activity to facilitate sales and pre-orders.

Outside of the digital sphere we used broadcast media through outdoor, cinema and television – spiking awareness through the masses in the run up to Launch and generating AAA excitement around the release.

Prey released to widespread critical acclaim and hit No 1 in the UK charts, penned by many as one of the forefront games of 2017.

Delivery

TV, Outdoor, Cinema, Digital (Social, Content, Programmatic, Video, Display)

Client

Bethesda Softworks

Project Team

Tom Wallace, Kim FitzGerald, Stephen Juson, Loki Atanda, Reuben Litman, Nick Toogood, Karima Sammout-Kanellopoulou, Nicola Teague