Frostpunk 2

Overview:

  • Country target: EN

  • Goal: The goal of the campaign was to raise awareness for the release of Frostpunk 2 on September 20th, 2024

  • Approach: Challenge Frostpunk and colony-sim fans to rebuild New London whilst using the Twitch integration that allows the community to vote on important in-game decisions.

  • Results:

    • 25.5k accumulated concurrent viewership on Twitch

    • Over 7 million minutes of sponsored watchtime through Twitch

    • 166 minutes of average overtime per stream

    • From rollout to full scheduled confirmation within 2 weeks

    • Secured pre-recorded playthroughs for the Frostpunk 2 Steam page

    • Bonus activation of various organic creators through key distribution

Campaign Summary:

Frostpunk 2 is the highly anticipated sequel to 11 bit studios’ hit colony sim, ranking 4th as Steam’s most wishlisted game at the time of release. The challenge however lay not just in surviving the blizzard, but in the short turnaround time of the campaign. We practically completed this campaign from start to finish within two weeks of the game’s release!

Luckily enough, we managed to secure all creators before the storm hit. Though this was partially due to the excitement that creators had for 11 bit’s long-awaited sequel, our careful selection would even make the New Londoners happy.

With three quarters of the streamers locked in for September 17th - which is when the embargo lifted with pre-release access - we ended up gaining 150% more CCV compared to the actual release day. In addition, the use of the Frostpunk 2 Twitch integration resulted in high overtime rates, with the average stream going 166 minutes beyond the initial ask. Even better, half of the sponsored creator pool streamed the game again within the next week.

Despite Frostpunk’s frigid themes, the results were hot! Nearly all sponsored creators overperformed beyond our expectations, ending up at 7,3 million minutes watched between our 12 sponsored creators!

We also worked on two additional side quests. Firstly, we managed to secure three pre-recorded playthroughs for the Frostpunk 2 Steam page, just in time for the game’s release. Secondly, we distributed keys to 25 colony-sim and strategy creators, most of whom ended up publishing organic content for Frostpunk 2.

In conclusion, the Frostpunk 2 campaign was a resounding success, exceeding expectations in both viewership and engagement. By carefully coordinating with creators and leveraging the excitement around the game's release, we achieved significant results in a very short timeframe. The combination of strategic streamer partnerships, high engagement through the Twitch integration, and additional organic content helped generate enough momentum for Frostpunk 2 to last until the next ice age.