In June 2020, KONAMI launched a brand new console/PC game called Skelattack. Developed by indie game studio Ukuza, the challenging platformer saw Skelly the skeleton and his bat friend Imber fight to save the underworld!
However, before the game’s release, there were two notable challenges to overcome in order to make Skelattack’s launch a success:
- Skelattack was a relatively unknown IP, meaning there wasn’t a substantial pre-existing fanbase to tap into.
- The game would be announced and launched simultaneously, thereby removing the opportunity for build-up promotion.
The solution? To hit hard at launch with an influencer campaign, showcasing the game to receptive audiences and generating some hype for the game.
Jelly’s mission was to identify a small selection of UK-based influencers who would help generate awareness for Skelattack in its launch week. We focused primarily on Twitch content (with some supporting YouTube Content) for the title; Twitch is an ideal platform for engaging invested audiences, and facilitates long playthroughs that help incentivise users to try the game for themselves… and perhaps, in the case of a challenging platformer like Skelattack, prove they can play it with far fewer deaths! YouTube content, meanwhile, is ideal for getting lots of eyes on a product, providing some substantial brand visibility.
We worked with the following influencers on this campaign:
- CyborgAngel (Twitch)
- Ravs_ (Twitch)
- BlueandQueenie (Twitch)
- SquidGame (Twitch)
- Bayliun (Twitch)
- SuzyLu (YouTube)
- Get Indie Gaming (YouTube)
The campaign generated over half a million minutes watched across Twitch & YouTube, and also nearly half a million impressions for the game across the influencers’ social channels too. The content also represented great material for the official KONAMI, Skelattack and Uzuka social channels to utilise themselves in order to showcase the new title in a detailed and positive way.
Influencers also pushed their fans to check out Skelattack on digital stores, allowing fans to easily find and download the title after watching gameplay. The resulting influencer campaign therefore amplified Skelattack’s visibility, showcased gameplay and directly encouraged sales through a method that was natural yet targeted.
