Battle of Fools' Bay Event - Marketing Strategy
case study
Narrative Context
The Gates of Pyre have laid dormant for eons, but prophecy tells of an age when that will change. With the impending opening of these mysterious Gates, nations, led by Immortals, will rush to control them and their ancient secrets. 
Embody the Immortal of your choosing. Harness their powers. Wield strategic prowess to lead your armies to glorious victory . . . or experience disgraceful defeat. 
The epic war for the Gates is about to begin.
The "Battle of Fool’s Bay" event was set against the backdrop of IMMORTAL: Gates of Pyre, a world teeming with mythological heroes and epic battles. The event was designed to familiarize players with the game's lore and immerse them in the individual stories of the playable Immortals. Doing so created an emotional connection between players and the characters, setting the stage for an engaged community.
Goal
The primary objective of the "Battle of Fool’s Bay" event was to introduce players to the world and characters of IMMORTAL: Gates of Pyre. Additionally, it aimed to build a strong community around the game by engaging players through a narrative-driven experience.
Challenges
1. With minimal financial resources, the budget constraints were tight, making it essential to maximize impact with limited spending.

2. IMMORTAL: Gates of Pyre was a new IP that has yet to ship a game, leading to low brand recognition.

3. The event took place during a lull in the gaming industry, which made gaining traction even more challenging.

4. The target audience has a strong desire for trust, transparency, and an anti-corporate approach, making it necessary to align the event's messaging accordingly.

5. The event coincided with the company's Series B investment round, adding pressure to showcase positive engagement metrics.

Assessment
Based on extensive user research focused on player preferences, we identified strategy enthusiasts and competitive gamers as our primary target audience. Our secondary audience includes Esports professionals and casual gamers with an interest in RTS. This decision was informed by case studies on the "Killer, Achiever, Socializer, and Explorer" player types, which showed that RTS gamers enjoy challenging gameplay and compelling narrative stories. These insights supported our decision to introduce the world of IMMORTAL: Gates of Pyre and the diverse characters within its universe.
The "Battle of Fool’s Bay" event was structured as a milestone event, guided by a carefully crafted style guide. This guide was instrumental in ensuring that the theme of the event was consistently maintained across all elements. A competitive framework was introduced, where players could earn points for their chosen Immortal. The Immortal with the highest points at the event's conclusion would be crowned the victor of the Fool’s Bay map.

Solution
High-quality cinematics were produced to provide an introduction to each of the playable Immortals. This allowed players to connect with the characters on a deeper level.
To manage budget constraints, a transition from greyscale art to fully rendered cinematic visuals was employed, focusing on key scenes for maximum impact.
A decision was made to use marble textures and a mythological theme, aligning with the game's core concept and creating a visually cohesive experience.
Each cinematic showcased different gameplay playstyles, offering players a glimpse into the strategic diversity of IMMORTAL: Gates of Pyre.
Results

820% Increase in Web Views
The event significantly boosted web traffic, increasing visibility and engagement.

Over 5 Million Impressions 
The event generated widespread awareness, reaching a broad audience.

Over 1 Million Total Views
All cinematic and gameplay video views exceeded one million, showcasing strong interest and engagement.
Results were achieved with a budget of only $6,000.
Cost per click
TikTok: $.0.71, $0.64
YouTube: $0.28, $1.14
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