Warhammer 40K: Rogue Trader Launch Campaign

About the Game

Warhammer 40,000: Rogue Trader, an isometric, turn-based tactical RPG, immerses players in the vast Warhammer 40,000 universe. It features a party of six, navigating through the Koronus Expanse and undertaking missions for the Imperium. The game offers a rich, multi-layered experience, blending traditional RPG elements with strategic management and space combat. Players navigate a universe where choices have significant consequences, reflected in a detailed morality system. The combat system is intricate, with a focus on strategic buffs and ability management.

Campaign Strategy

For the launch of Rogue Trader, we strategically selected 12 YouTube gamers and 8 Twitch streamers. Our choice was based on their proven affinity with games similar to Rogue Trader, ensuring a natural fit for the campaign. We targeted Micro and Mid-Tier Influencers on both YouTube and Twitch, known for their specialized content, high engagement rates, and a closer bond with their audience.

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All video content was scheduled for release within a 7-day window following the game’s launch to maximize impact and audience engagement during the critical initial release period.

We prioritized dedicated video formats on YouTube, allowing influencers to thoroughly engage with the game. Since the game has about 100 hours of play, we encouraged influencers to create 30-40 min long comprehensive gameplay reviews. Based on our past experience with RPGs, this approach is proven to resonate well within the genre.

Influencers were encouraged to play at least through the prologue and Chapter 1. This was to ensure they understood the core mechanics of the game, such as party-based combat, decision-making, and exploration aspects.

The Twitch campaign focused on2 hour live streaming sessions. Streamers showcased real-time gameplay, providing audiences with an authentic and immediate experience of the game.

Influencers

Creator Content

We supported content creators in developing a diverse range of content types, including:

Let's Play Videos

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Beginner Guides

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Tips & Tricks

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Achievements

The combination of a paid influencer campaign and Owlcat Games' effective strategy in fostering organic ambassadorship led to remarkable outcomes on YouTube and Twitch. 'Warhammer 40,000: Rogue Trader' achieved a peak of nearly 30,000 concurrent players, making it the second top-selling title on Steam during that period. Additionally, the game's success was further amplified by its feature on Steam's main page, enhancing its visibility and reach.

Meanwhile, on YouTube, the campaign garnered more than 500K views within the first two weeks.

On Twitch, the launch of Rogue Trader saw over 200 streamers broadcasting the game on its release day. 

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