How Soulmask became a mega hit at Steam Next Fest and became a top-seller

The client:
Qooland
Headquarters
Singapore
2023
Company type
Publisher
Website
Qooland
Products
Paid Quests, Key Campaigns, Assisted Service
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The Challenge:

Qooland Games' goal was to create a unique survival-building game to stand out from the crowd. However, gaining visibility and legitimacy for a brand new IP coming from a young publisher and studio combination was a massive challenge.

They also needed a platform where they could create a community with content creators and carry the hype they gained at Next Fest to their early access launch.

• Qooland Games needed a partner to boost visibility in the US, UK, Germany and France regions.

• They wanted to streamline creator acquisition and management.

• And encourage player generated content creation.

The Solution:

Qooland trusted Lurkit to ideate, launch and manage Soulmask's creator marketing campaign for the game’s EA release on PC.

Lurkit took on the challenge:

• Used “Insights” to identify the right creators for paid and organic activations

• Secured reduced fees for paid activations with top-tier creators like Shroud, CohhCarnage, Locklear, Shroud, Gothalion

• Used “Key Campaigns” to generate organic and earned viewership

• Handled all admin work for the campaign, from NDAs to contracts and payment

• Planned and executed strategic activations throughout the launch period for always-on coverage.

The Result:

Lurkit delivered on all fronts. Through strategic paid and organic creator campaigns, Soulmask became the 12th most played demo in Steam Next Fest: February 2024 Edition.

It also become the #1 selling title for nearly a whole day on Steam during its early access launch, then kept a steady position between number 1 and 3 for the whole weekend worldwide.

Here are some launch campaign numbers:

• 500k+ paid campaign watched hours

• 4M+ organic watched hours

• 600k+ watched hours during launch day

• 1,2M views on YouTube

• 560+ creators activated on Lurkit

• 400k copies sold

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Learn how other publishers and studios leverage Lurkit’s services to increase reach, awareness, and sales while at the same time reducing their operational costs for their marketing and PR teams.

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