The Brief
Kalypso – international video game developer and publisher – contacted Viral Talent to assist with the worldwide launch of its newest video game Tropico 6 which was released March 2019. Viral Talent were tasked with the job of securing creators who specialize in gaming, more specifically creators who were fans of the Tropico series and had strong audiences in UK, US and Sweden.
The Approach
Viral Talent's strategy focused on YouTube and Twitch activations, both were important to firstly demonstrate gameplay and secondly engage the target market through conversations. We utilised our extensive influencer network to select creators from the desired regions. 20 videos were sponsored by Kalypso, and a further 22 videos were arranged by Viral Talent and were 100% organic.
The Results
Prior to the launch of the campaign, Viral Group guaranteed that over 1.03 million YouTube views would be achieved, this target was exceeded by over 970,000 views to reach over 2 million views! Kalypso announced that Tropico 6’s launch was the strongest ever launch within the franchise. Tropico 6’s debut performance was reportedly 50% stronger than Tropico 5’s with regards to revenue, digital pre-purchases and digital sales. Viral Talent's media planning was instrumental in achieving this outcome.