Paradox Interactive
Paradox Interactive:Bloodlines
Paradox Interactive, developer of the highly popular Vampire: The Masquerade — Bloodlines, needed a unique marketing strategy to capture the attention of fans and generate buzz for the sequel of the cult classic.
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Creating hypefor the sequel.
HAUS OF PARK, along with our partners from Alice & Smith Studio, knew just what to do. To engage and entice fans of the original and reveal the new game’s development, we created an alternate reality game (ARG) that fit perfectly in the virtual world of the developing franchise.
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The ARG we created was called Tender, a pseudo-dating app that used Procedural Emotion Generation via Machine Learning (PEGML) to pair soulmates.
This dating app was actually a game within a game, and eventually its players would discover the app was a pretext for vampires of the original game to find prey.
An ARG culminating in a surpriselive event to reveal the new game.
The ARG reached its climax during the 2019 Game Developers Conference (GDC), where Paradox held a special event for 300 lucky Tender users.
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The high potentialof ARG campaigns.
The campaign greatly surpassed its goals, with a global reach of more than 142 million people, 353,421 sessions, and 176,384 unique players. The missions completed during the ARG totalled 865,063.
The success of Tender demonstrated just how immersive marketing campaigns generate massive interest and excitement and bring something new and unique to traditional game launches.
At HAUS OF PARK, we’re experts in these types of campaigns. We not only instilled greater fandom in the original game’s players, we also captured the attention of a new cohort of gamers, and brought Paradox Interactive closer to the forefront of the gaming world at large.
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