VOID Interactive is a video game company with remote development teams distributed across Ireland, New Zealand, Australia, and the United States. The ‘Ready or Not’ game was released in early access in 2021 to great reviews.
The game took the FPS world by storm, with 80,000 reviews and a 9/10 score on Steam, and was hailed as a spiritual successor to the SWAT game published by Sierra Interactive.
“We want to be known as the quintessential SWAT FPS game of our time,” said Diana Rodriguez of VOID. “We have been working on the game since 2016 and launched it into Early Access at the end of 2021. As we speak, we are still working hard to get this game out to the public and make it the best version of the game we can get.”
These efforts paid off in a big way, with the game winning a gold medal at the Steam Awards ‘Best of Steam’, competing against AAA titles such as GTA5, Red Dead Redemption 2, and God of War: Ragnarök. They also made it into the final five in Steam’s ‘Better with friends’ category.
Outlook on payments made easy.
The majority of VOID’s marketing was managed by Infernozilla agency, a specialist in influencer marketing and community management.
“When planning to market the game, the most important thing for us was being able to connect with creators who were already interested in covering the game. Before Lurkit, we would contact people via email and process payments manually, which was time-consuming and untargeted,” says Ricardo Lozano, Marketing Manager at Infernozilla.
VOID wanted very specific targeting. So we used the platform to search for content creators who are playing games similar to ‘Ready or Not’. By moving their audience to Lurkit, they were able to see the number of creators in each category and generate reports with actual videos they could show to customers after the campaign.
“Having Quest (paid sponsorship) has been a blessing. It makes the process much easier as you can easily connect with influencers, provide percentages, and easily check their overall numbers and followers. By running paid sponsorship campaigns through Lurkit, we were able to get started right away. “We were able to disburse our initial budget of US$10,000 in two weeks, which would normally take over a month,” says Ricardo.
Breaking down traditional marketing channels
“Through the Lurkit platform, we found some great content creators very early on and discovered that our CPV/CPC/cost per view was very low compared to traditional marketing channels. Using Lurkit was much cheaper than Facebook advertising, for example,” says Ricardo.
“Some producers had the perfect audience. I think we got 7,000 link clicks from one creator. Twitch chat exploded because viewers were so engaged with the game,” says Ricardo.
Achieve all KPIs
“Overall, our results were fantastic. The right targeting equates to a highly excited audience that allows us to get more from every dollar we spend,” says Ricardo.
“We like Lurkit because it means trust and security to us. It is very important to know that your marketing investment is safe. We plan to do more quests, Ricardo says, and start targeting a wider audience to see what other groups the game resonates with.
Fact box about the campaign
| youtube: | convulsions: |
| $0.20 per view goal. 87% better than expected | Streaming costs $140 per hour. 55% better than expected |
| Cost per click is $0.96. 36% better than expected | The cost per viewing hour is $0.40. 60% better than expected |
| The cost per view is $0.01. 50% discount during campaign period | |
| The cost per interaction is $0.36. 64% lower than expected |
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by ruckit September 26, 2024
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