MY.GAMES teamed up with Pixly for the influencer launch strategy for their new first-person shooter title, Warface: Breakout. Breakout is a competitive FPS set in the Warface universe available on PlayStation 4 and Xbox One with gunplay-focused and grounded gameplay inspired by classic Counter-Strike. Breakout focuses on a classic competitive game mode where one team has to plant and detonate the bomb while their opponents try to stop them. The rules are simple, but every match is a unique, heart-pounding battle of tactical wits.

Goals

• Build hype and awareness within the gaming community for the brand new game, Breakout
• Convert CS:GO players and similar FPS categories to Breakout
• Coordinate and create exciting pre-release gameplay with YouTube influencers to post on launch day (May 26, 2020)
• Schedule Twitch streamers to play Breakout during launch weekend marathon event
• Negotiate cost reductions from top-tier influencers
• Drive maximum downloads while adhering to specific performance objectives per geo

Pixly worked one-on-one with MY.GAMES to build a custom influencer strategy for the launch of Breakout consisting of hyper-relevant content creators across YouTube and Twitch. Breakout was in stealth development and would be officially announced and released globally on May 26th, 2020. The Breakout launch strategy was made up of two main components to burst the game into the FPS gaming communities: pre-filmed YouTube videos to post on launch day and a Twitch streaming marathon during the launch weekend.

Our streamlined process made it easy for MY.GAMES to quickly approve influencers for the campaign. In coordination with MY.GAMES we scheduled YouTube influencers to play Breakout in pre-release on private servers with the development and marketing teams. To easily communicate during the playtest sessions we joined custom Discord servers for the influencers and developers. After about two hours the creators had plenty of content to edit into a 10 to 20 minute gameplay video. Each video was custom-made, incredibly fun, and educated their audiences about Breakout and it’s exciting features. We scheduled the Twitch streamers to play two hours of exciting Breakout gameplay during the action packed launch weekend marathon. The broadcasters included multiple calls-to-action within the streams to their clickable banner image and chat bot for viewers to download Breakout. The launch of Breakout was an immediate success with Pixly driving over 1.5M views on YouTube and an average of 61K concurrent live streaming viewers.