Warhammer 40,000: Boltgun

 

The Warhammer 40k universe is constantly evolving, continually engaging its dedicated fan base through a stream of vibrant content releases spanning decades. In the realm of dynamic gaming experiences, Warhammer 40k: Boltgun stands as an exemplar, seamlessly fusing frenetic FPS gameplay with nostalgic mechanics and visuals reminiscent of the 90s. Jumping in as a Space Marine, this “boomer shooter” promises faithful players an immersive encounter that pays homage to the legacy of its predecessors.

Warhammer’s dedicated community stood out, first and foremost, as a key contributor to the success of this campaign. Implicating a fanbase that has stayed loyal to the title for decades was indisputable, especially in the context of an organic campaign. Reaching out to creators who had already covered previous iterations was straightforward, but offering keys and involvement in the direct promotion of the game reflected the symbiotic relationship we were aiming to create. This was managed, both the coverage requests as well as the keys distribution, through the Lurkit platform.

An integral facet of Boltgun is its remarkable ability to evoke a sense of nostalgia, reminiscent of the cherished emotions from days gone by. Additionally, the game draws profound inspiration from iconic classics, further enhancing its allure and captivating gameplay experience. This inspiration led us to reach outside of the usual Warhammer audience, through content creators who share a passion for boomer shooters. The two audiences overlapped perfectly, leading to a distinct target audience that made the campaign a success.

The Boltgun campaign has achieved a remarkable level of success on YouTube, largely attributed to the captivating and dedicated review content produced by passionate creators. These reviews transcend mere gameplay sessions, delving into a profound exploration of the game's intricacies and mechanics. The creators' evident deep interest in Boltgun is palpable, as they don't merely play the game once and move on; rather, they immerse themselves wholeheartedly, determined to extract every ounce of its potential. This is showcased through multiple game reviews such as GmanLives which amassed over 700k views, far exceeding our expectations. Another notable example, also in the review category, is SkillUp’s video recommending the game and garnering 360k views. Both of these videos among many others, generated discussions within the community praising the different aspects of the game and reflecting a deep appreciation for the title.

YouTube wasn’t the only platform tackled during this campaign, as Twitch presented multiple opportunities to collaborate with creators. We joined forces with over 30 creators who streamed throughout the campaign, generating more traction around the game. This led to over 15 thousand views on Twitch which exceeded our expectations. Some of the creators we worked with include but are not limited to Cohhcarnage, Miken, AlphaCast, and SpacemanCZ.

The Warhammer 40k universe thrives on an unwavering fan base, its continuous evolution fueled by consistent content releases. In the case of the Boltgun campaign, the heart of its triumph beats in rhythm with this devoted community. Their organic and fervent support not only showcased a profound interest in the game but also an extraordinary commitment to crafting content around it. This experience highlights a valuable lesson: when a resolute and devoted fan base becomes the driving force, it forms the bedrock of a campaign.

Through YouTube and Twitch implementations, and efforts steeped in authenticity and genuine enthusiasm, the organic campaign for Warhammer 40K: Boltgun was propelled to results beyond our anticipation. The outcome was not only an impressive surge in views and engagement but, more importantly, the cultivation of a mutual and symbiotic relationship between us and the Warhammer community.

Overview:

  • Country target: UK, France, Germany, Spain, Portugal.

  • Goal: The goal of the campaign is to raise awareness for the release of Warhammer 40,000: Boltgun on XONE · Switch · PS4 · PS5 · XS · PC

  • Approach: Focus mainly on the core dedicated audience of the game, while still raising awareness in the communities adjacent.

  • Results:

    • Almost 2 million views were generated on YouTube and 15k views on Twitch.

    • An abundance of dedicated review content highlighting the implication of the creators involved and their enjoyment of the game.

    • Over 400 creators were involved in the campaign.