How Enotria: The Last Song became one of the most played demos at Steam Next Fest with Lurkit

The client:
Jyamma Games
Headquarters
Milan, Italy
2019
Company type
Developer and publisher
Website
Jyamma Games
Products
Paid Quests, Key Campaigns, Assisted Service, Insights, Creator Program
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Results:

#14 most played demo - Next Fest: June 2024

Paid campaigns:
• 125 paid creators activated across Twitch and YouTube

• 60k watched hours on Twitch via "Paid Quests"

• 1M views on YouTube via "Paid Quests"

Organic/key campaigns:

• 1,122 Lurkit creators played the demo during the June 2024 Next Fest

• 664 creators submitted content (0.59% submission rate)

• 1,53M watched hours on Twitch via "Key Campaigns"

• 135k views on YouTube via "Key Campaigns"

The challenge:

Jyamma Games is a relatively young games studio from Milan and up until Enotria: The Last Song, they mainly worked on mobile games. With Enotria, the indie studio set out to put Italy on the map wanted to show the world that “underdogs matter". Since this was their first non-mobile title, they needed to build legitimacy as a developer, grow a community, build trust with this community and drive larger audiences at every beat. They also needed a way to track their marketing efforts in a data-driven and publisher-friendly way.

The Solution:

Lurkit and Jyamma Games worked together and created a three-pronged attack plan to build awareness around the game, drive hype prior to the Next Fest and carry the built hype all the way into the actual launch period.

  1. Lurkit used "Paid Quests" to build hype around Enotria's "release date trailer" across Twitch and YouTube - Months before June 2024 Next Fest
  2. Lurkit used "Paid Quests" and "Key Campaigns" to get relevant creators play Enotria's awesome demo - Slightly before Next Fest
  3. Lurkit used external paid activations, alongside quests and key campaigns to fully boost the visibility of the demo - Strategically spread through Next Fest

Enotria: The Last Song became the 14th most played demo of June 2024 Next Fest.

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