The Future of Double-A Gaming
Set after the events of the second film, RoboCop: Rogue City is a first-person shooter with RPG elements that took critics and players by storm. It became publisher, Nacon's, biggest ever launch and re-defined what is possible with "Double-A" gaming.
Already servicing the UK and some EU territories, Dead Good took on the North American PR outreach at the end of 2022 for Nacon, with the main aim for 2023 being to raise awareness of the publisher within NA media and influencers. We leveraged RoboCop: Rogue City, due to there already being a degree of curiosity about the game (particularly from NA media), setting up a hands on event in San Francisco during the spring. This generated a raft of tone-setting media, stream and social coverage from outlets like Comic Book, IGN, GameSpot and Kinda Funny, raising awareness and having a knock on effect in driving access requests to the game.
With no access to talent, Dead Good took advantage of there being a RoboCop cosplayer at the MCM Comic Con during launch month. We took the cosplayer to the streets of London, resulting in a series of fun photos with RoboCop against a backdrop of iconic Capital locations, delivering breakout social and media coverage alongside the pre-planned traditional beats. Media reviews pointed to the game’s faithfulness to the RoboCop IP and source material, as well as follow up features pointing to what can be achieved by a Double A studio, and appearances in Game of the Year round-ups in what proved to be a very competitive year. On the content creator side, Robocop: Rogue City was Nacon's most successful influencer activation to date. Across launch week, Dead Good secured over 120 content placements totalling over 3.7m views on VODs, over half a million hours of watch time on Twitch, from creators across 12 countries and 6 languages.
Dead Good Results
Effective PR helping to drive a cult classic 80s icon to a successful launch
Certainly one of the most adaptative, professional and supportive agencies I’ve worked with. We strongly appreciate its organisation, strategic support, creative ideas and proactivity they offer on each of our games.