MAJOR9 enlisted our assistance to launch ASTRA: Knights of Veda, the first global fantasy game from HYBE IM.
Overview
We collaborated closely with the MAJOR9 team to execute a comprehensive global PR campaign that spanned multiple phases, including pre-launch and post-launch activities. Our role involved close collaboration to tailor all messaging and strategy for the Western market, providing key insights on features and narrative angles to ensure maximum resonance.
We managed coordination across multiple international stakeholders to generate significant pre-launch excitement. This was achieved through a strategic sequence of announcements, including the reveal trailer, pre-registration milestones, and leveraging collaborations with HYBE’s renowned K-pop stars like LE SSERAFIM and TOMORROW X TOGETHER.
Project
ASTRA: Knights of Veda
Client
MAJOR9 for HYBE IM
Platform
PC and Mobile
What We Did
Media campaign from pre-launch through post-launch
What we did
- Led a multi-phase global PR campaign, managing all aspects from the initial announcement through post-launch updates.
- Crafted tailored press releases and strategic messaging specifically designed for Western audiences at every stage.
- Coordinated seamlessly with international stakeholders to execute a pre-launch strategy that included trailer reveals, milestone announcements, and prominent K-pop collaborations.
- Provided ongoing strategic counsel, identifying key game features and narrative hooks to best engage Western media and players.
The Results
- Drove over 32,000 wishlists on Steam through a combined PR and marketing effort leading up to launch.
- Secured top-tier coverage across a broad spectrum of leading gaming outlets, including PC Gamer, PCGamesN, NME, Pocket Gamer, Bleeding Cool, The Gamer and The Escapist.
- Successfully established the game’s profile in the Western market through targeted, consistent media engagement.
