We helped announce the news that Black Myth: Wukong was coming to Xbox, and then revealed Black Myth: Zhong Kui at Gamescom
Overview
We were initially tasked with officially announcing the highly anticipated launch of Black Myth: Wukong on Xbox, which had until then been a PlayStation exclusive selling over 25 million copies.
Our partnership continued with the surprise reveal of Black Myth: Zhong Kui during Gamescom Opening Night Live, showcasing the next title in the Black Myth series.
Given the scale of the intellectual property (IP) and the significance of both announcements, confidentiality played a crucial role in planning our campaign strategy for these elements.
To minimise the risk of leaks, we had to be very cautious about when and to whom we shared information. We relied on our industry knowledge to identify the outlets and individuals we could contact early on to inform them that more details would be available soon.
Timing was essential for both announcements to coincide with other marketing efforts, so we needed to act quickly. Additionally, we had to remain flexible since the Gamescom announcement went live outside of our regular working hours.
As a result, the team was prepared to execute the announcement from any location, whether in Cologne where the reveal was happening live or at a local rock climbing center back in the UK!
Project
Black Myth: Wukong
Client
Gamescience
Platform
PC and Console
What We Did
Release date announcement and game announcement
What we did
- Researched and built targeted and tired media lists of relevant outlets and journalists.
- Wrote bespoke pitches for different media types to reduce the risk of embargo breaks while minimising disruption to securing coverage.
- Tracked over 1,500 pieces of coverage in multiple languages with key data for reporting on audience reach and estimated views.
The Results
Our goal of raising awareness about Black Myth: Wukong coming to Xbox and the reveal of Black Myth: Zhong Kui was a huge success.
Together, the Black Myth campaigns generated over 1,500 articles mentioning the game.
The coverage was featured in a variety of top-tier outlets and in multiple languages, ensuring a global presence. Outlets included IGN, Polygon, Games Radar, Gamespot, Eurogamer and Kotaku.
Importantly, we successfully avoided leaks or early embargo breaks, preserving the client’s trust while making the material accessible and efficient for our media partners to create coverage from.
