AFK Arena

As part of an ongoing project with Lilith Games, we promoted a character crossover event between their hit idle-RPG AFK Arena, and ATLUS Games’s highly acclaimed J-RPG, PERSONA5.

Overview

As part of an ongoing project with Lilith Games, we promoted a character crossover event between their hit idle-RPG AFK Arena, and ATLUS Games’s highly acclaimed J-RPG, PERSONA5. Recreating the iconic characters of JOKER and QUEEN into the AFK Arena art style allowed for a stunning trailer that captured the imagination of fans from AFK and PERSONA alike. Highly aware of extra news verticals, we researched and contacted specialist media such as anime and otaku culture in addition to our global games and mobile media remit.

To reach media in other target markets we also partnered and coordinated with other agencies for local outreach. We also organised placed coverage on key media targets Pocket Tactics, Pocket Gamer and Crunchyroll on Lilith’s behalf.

Project:
AFK Arena

Client:
Lilith Games

Platform:
iOS and Android

What We Did:
PERSONA5 crossover

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What we did

  • Created a multi-phase early outreach campaign targeted at relevant mobile, broader gaming and anime media, to generate early interest and encourage scheduled posts to account for the update’s holiday release. 
  • Worked with Crunchyroll, Steel Media and NetworkN to draft and place partner content. 
  • Collaborated and managed partner agencies for local outreach. 
  • Reached out to over 350 media for each announcement phase.
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The Results

We secured over 60 pieces of content across all three key verticals: mobile, anime and gaming media. IGN hosted the trailer on their YouTube channel, and we secured coverage on Bleeding Cool and Touch Arcade. As part of our efforts to direct eyes to the game and trailer, the trailer now has over 2.4 million views on the AFK Arena channel.

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