Clinch ClinchIlluvium's Overworld beta needed skeptical core gamers, so we led with the game over the token, using gaming PR, KOLs and a brand refresh to onboard players…
Illuvium's Overworld beta needed skeptical core gamers, so we led with the game over the token, using gaming PR, KOLs and a brand refresh to onboard players across Europe.
AAA open-world RPG and auto-battler on Immutable
The challenge: Illuvium was preparing to open its Overworld beta to core gamers across Europe, many of whom were skeptical of anything labeled Web3. The game had genuine AAA production values, but that quality was often buried under blockchain framing that alienated the very players it needed. Awareness among traditional RPG and auto-battler communities was thin.
Our strategy: We led with the game, not the token, repositioning Illuvium as a AAA experience that happened to be on-chain. The plan paired earned media that established production credibility with a creator program aimed squarely at core gamers, supported by a brand and messaging refresh that made the beta approachable to players outside crypto. This engagement was scoped to a CIS and Europe campaign rather than Illuvium's global footprint.
What we did: We placed founder and studio coverage in gaming and tech press, briefed 38 gaming KOLs across YouTube and Twitch to play the Overworld beta on stream, and refreshed social and community assets around gameplay rather than earnings. Discord onboarding was rebuilt so new beta players reached a first meaningful session quickly.
Channels: YouTube KOLs, Twitch, Gaming & tech PR, Discord, X
The results: The launch onboarded 1.8K players into the Overworld beta across Europe, with trailer and clip content drawing 540K views and seven-day retention up 33%. A focused roster of 38 gaming KOLs helped move Illuvium from a crypto-native curiosity to a title core gamers were willing to try.
Services: KOL & Influence Marketing, PR & Earned Media, Branding & Design, Community Management
6 months · 2024