The neighborhood staff at 10 Chambers, behind the sport GTFO, is using creators on the middle of their advertising technique. To disclose their upcoming title at The Recreation Awards, the staff leaned on Lurkit to execute a advertising stunt that had by no means been seen earlier than. This wasn’t their first time working with Lurkit. After the success of GTFO, Lurkit was 10 Chambers’ first advertising choose for this new title.
10 Chambers’ Head of Neighborhood, Calle Johansson-Sundelius, and Social Media Supervisor, Vlad Smolyakov, sat down with Lurkit to replicate on the success of GTFO and to take us behind the scenes of their advertising stunt at The Recreation Awards for their upcoming recreation, Den of Wolves. The duo retains a regular finger on the gaming neighborhood’s pulse,
At its coronary heart, 10 Chambers is a recreation studio created by ten business veterans with a dream in 2015. Ulf Andersson, the co-founder and CEO, would say that he’d step down if there have been ever greater than ten individuals on the firm. Quick ahead to 2024, the sport studio has over 100 individuals. “Ulf is nonetheless round,” Calle says jokingly.
GTFO was 10 Chambers’ first recreation, a ardour challenge of the founding members and the unique crew of builders.
“It was constructed by a studio of 10 individuals, a very skeleton crew of individuals creating this recreation,” says Calle. “The sport thought was to be very hardcore and force gamers to cooperate. If you happen to’re not cooperating in GTFO, you’ll die.”
Why 10 Chambers Continues to Select Lurkit
Tapping into the tight, area of interest communities is often the most important wrestle for recreation builders. This participant base is choosy about their video games and would solely play them if a advice got here from somebody they belief. 10 Chambers had a strong recreation in GTFO, which might turn into a staple within the library of a hardcore FPS lover. To achieve these area of interest communities, 10 Chambers turned to smaller streamers.
“I used to be actually excited that Lurkit was arrange once I joined 10 Chambers as a result of I got here from the streaming world, and I understood what worth small tight streamers and their communities can convey in comparison with bigger ones,” says Calle.
GTFO was all the time meant to belong within the huge leagues, a reflection of the formidable imaginative and prescient held by 10 Chambers throughout its creation. The developer added features you’d solely see in AAA titles. And with Lurkit’s creator program, 10 Chambers additionally managed to attach with smaller streamers and their loyal viewers.
“We’re tremendous impressed by the agility and suppleness in working with Lurkit,” Calle provides. “It’s spectacular how Lurkit can deviate from the roadmap to contemplate different alternatives. We additionally appreciated that Lurkit is difficult us: why do not you do, do this and this?”
Onboarding A whole bunch of Creators
10 Chambers went with Lurkit’s creator program, the place builders can onboard streamers to speak about their video games, ship them on missions, and reward them for engagement. Potentialities are countless, and 10 Chambers benefited from them absolutely. The imaginative and prescient for the neighborhood staff is clear: high quality over amount. As a substitute of squandering cash on gaining numbers, they needed significant engagement, Vlad defined.
“You would be shocked at what number of businesses would push to spend on the follower numbers, however for those who dig into these numbers, you’d rapidly discover out that you simply would not get out a lot,” Calle says. “Engagement is extraordinarily vital. And you actually need to do your homework.”
10 Chambers understands how smaller creators are a linchpin of constructing an engaged neighborhood.
“The hardcore avid gamers wish to be whipped and thrown into burning oil,” Vlad continues. “However how do you fulfill the wants of all gamers? That is the problem. That is the place creators are available; they will play the sport, fail, study, and adapt. They usually can present their gaming expertise to new gamers.”
With Lurkit as a safe bridge, 10 Chamber’s litmus check was a success. Nevertheless, revealing their future title, they sought an extra edge.
Exploring Den of Wolves’ Unorthodox Title Reveal
With one profitable title already underneath their belt, the 10 Chambers staff dove into (*10*) for selling their upcoming title, Den of Wolves, a cooperative heist FPS. However, this time, they needed a jaw-dropping launch and requested Lurkit to make it occur.
Objective: Obtain a profitable recreation title launch for Den of Wolves with out leaking the teaser forward of time. 10 Chambers needed a huge reveal, which might begin conversations amongst avid gamers and increase engagement.
Problem: To realize the objective, 10 Chambers would want to enroll creators through Lurkit’s creator platform. Nevertheless, they needed a foolproof reveal with none leaks. Though creators on Lurkit adhere to strict embargoes, 10 Chambers aimed for a grand unveiling, envisioning a second the place viewers collectively expertise the launch for the primary time.
“The method began with Calle and me bashing our heads in opposition to the partitions,” Vlad begins. “We’ve this challenge at hand; now we have the funds, however we can not afford a leak. It was a actually secret challenge, so we could not attain out to creators prematurely to threat a leak.
Resolution: 10 Chambers got here to Lurkit with an thought that will sound wild to a common recreation advertising platform. They needed a paid sponsorship activation however with a twist. As a substitute of informing them in regards to the reveal forward of time, 10 Chambers got here up with the thought of a “faux-hack” of the streamers OBS that will reveal it as a shock.
“Let’s have a look at with Lurkit if we are able to pitch creators to be a part of this secret challenge. And might we activate the overlay on the proper time? To at the present time, we nonetheless do not know the way Lurkit managed to drag off such a secret sponsorship,” Vlad continues.
Throughout The Recreation Awards, Lurkit equipped 160 streamers with an OBS URL. To make sure that creators felt secure and comfortable, the platform communicated that it was a sponsorship occasion and one thing would occur through the TGA stream. However, to take care of confidentiality upon 10 Chamber’s request, creators weren’t instructed in regards to the Den of Wolves title launch, breach timing, and even the character of the sponsorship. On the precise time Ulf, the CEO, went up on stage on the TGA for the reveal, a message stated, “Your stream has been breached. Go to DENOFWOLVES.COM ” appeared on all 160 streams.
Outcome: 10 Chamber’s stream-breach advertising stunt was a huge success, with streamers reacting to the information recreation, creating tons of hype across the title reveal. As a end result, viewers of all 160 streamers have been intrigued to take a look at the mysterious recreation that hacked their The Recreation Awards stream.
“Trying on the onerous numbers, it was a success for us,” Calle says. “Seeing the impact going stay and the reactions was so cool. Individuals beloved the trailer, and I feel these sincere reactions to no matter occurred made even higher publicity for the sport.”
Key Takeaway: For 10 Chambers, Lurkit is a advertising platform that is open to concepts, executes them to perfection, and continues to offer constant options. Lurkit has a energy in being a lean platform. Companies have tremendous huge margins; you might be clear with prices and the way a lot goes to creators. With the self-service model, we are able to maintain it lean and really efficient. Whether or not it was natural campaigns or paid, Lurkit ensured that 10 Chambers acquired worth for their cash in boosted engagement, one thing that was a precedence for the developer.
10 Chambers goals to work with Lurkit within the long-term, a platform they labeled as a “full stack tech with a private method.”