Kingdom Come: Deliverance II
Working with PLAION to expand the reach of an epic Bohemian adventure.
The Background
Kingdom Come: Deliverance II brings in medieval intrigue and action, all in a historically accurate setting of fifteenth-century Bohemia. Henry’s back, navigating his tumultuous life in a kingdom torn apart by political and religious upheaval. The first game was a fan-favourite, and the expectations were high for the sequel. With an improved formula, Kingdom Come: Deliverance II is a great fit for new audiences.
When PLAION UK approached us, we knew a big and ambitious title needed a big and ambitious campaign to match. Together, we set out to keep the existing community engaged, while expanding the game’s reach.
The Activation
Working with the team at PLAION UK, we devised a three-phase campaign. The first phase targeted new audiences, highlighting the historical accuracy of the game and ensuring new-to-the-series creators got to experience the first instalment in anticipation of the sequel. In the second phase, we focused on getting our core and expanded audiences access to the game ahead of launch, ensuring plenty of time to create content. We took care of creator needs in the UK, reaching out and sharing game codes. We also kicked off a creative partnership with Two Angry Gamers, resulting in a three-part video following the exploits of medieval knights in modern-day England (some of it filmed in our very own office!).
For the third and final phase, we made sure that the game was supported with strong launch content, both paid and organic. It all paid off, with fantastic results and an overwhelmingly positive sentiment from the community. With over 16,500,000 views, we stormed past all of our KPIs for this campaign, a testament to how well the game was received and how well our jointly devised plans played into the launch!
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The
Results
They understood the need to target a diverse audience group which spoke to the core fanbase but didn’t alienate newcomers. The result, a creative and diverse multi-phased campaign approach which celebrated Kingdom Come: Deliverance II’s authentic medieval self.
