The community crew at 10 Chambers, late the recreation GTFO, is the spend of creators at the heart of their marketing and marketing and marketing approach. To repeat their upcoming title at The Sport Awards, the crew leaned on Lurkit to create a marketing and marketing and marketing stunt that had under no circumstances been seen sooner than. This wasn’t their first time working with Lurkit. After the success of GTFO, Lurkit used to be 10 Chambers’ first marketing and marketing and marketing pick for this recent title.
10 Chambers’ Head of Community, Calle Johansson-Sundelius, and Social Media Supervisor, Vlad Smolyakov, sat down with Lurkit to think on the success of GTFO and to take care of finish us late the scenes of their marketing and marketing and marketing stunt at The Sport Awards for their upcoming recreation, Den of Wolves. The duo retains an on a authorized basis finger on the gaming community’s pulse,
At its coronary heart, 10 Chambers is a recreation studio created by ten alternate veterans with a dream in 2015. Ulf Andersson, the co-founder and CEO, would pronounce that he’d step down if there had been ever bigger than ten individuals at the firm. Hastily forward to 2024, the recreation studio has over 100 individuals. “Ulf is quiet around,” Calle says jokingly.
GTFO used to be 10 Chambers’ first recreation, a fondness mission of the founding members and the fashioned crew of developers.
“It used to be constructed by a studio of 10 individuals, a extraordinarily skeleton crew of individuals developing this recreation,” says Calle. “The recreation view used to be to be very hardcore and power gamers to cooperate. If you’re now not cooperating in GTFO, you might possibly die.”
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Why 10 Chambers Continues to Prefer Lurkit
Tapping into the tight, niche communities is often the notable struggle for recreation developers. This player negative is picky about their games and would simplest play them if a advice came from someone they trust. 10 Chambers had a solid recreation in GTFO, which would change into a staple within the library of a hardcore FPS lover. To achieve these niche communities, 10 Chambers became to smaller streamers.
“I was if truth be told enraged that Lurkit used to be blueprint up after I joined 10 Chambers because of I came from the streaming world, and I understood what price minute tight streamers and their communities can raise when in contrast to better ones,” says Calle.
GTFO used to be repeatedly supposed to belong within the spacious leagues, a mirrored image of the ambitious vision held by 10 Chambers throughout its introduction. The developer added aspects you’d simplest explore in AAA titles. And with Lurkit’s creator program, 10 Chambers also managed to connect with smaller streamers and their valid viewers.
“We’re spacious impressed by the agility and flexibility in working with Lurkit,” Calle adds. “It’s spectacular how Lurkit can deviate from the roadmap to possess in solutions assorted alternatives. We also cherished that Lurkit is difficult us: why don’t you carry out, set that and this?”
Onboarding Hundreds of Creators
10 Chambers went with Lurkit’s creator program, where developers can onboard streamers to chat about their games, ship them on missions, and reward them for engagement. Potentialities are endless, and 10 Chambers benefited from them fully. The vision for the community crew is clear: quality over quantity. Rather then squandering money on gaining numbers, they wanted meaningful engagement, Vlad explained.
“You’re going to be bowled over at how many companies would push to spend on the follower numbers, nonetheless if you happen to dig into these numbers, you’d instant rep out that you just might possibly now not get out so extra special,” Calle says. “Engagement is amazingly principal. And also you if truth be told must carry out your homework.”
10 Chambers understands how smaller creators are a linchpin of building an engaged community.
“The hardcore avid gamers are looking to be whipped and thrown into burning oil,” Vlad continues. “Nonetheless how carry out you satisfy the desires of all gamers? That is the discipline. That’s where creators near in; they’ll play the recreation, fail, be taught, and adapt. And they’ll new their gaming experience to recent gamers.”
With Lurkit as a gradual bridge, 10 Chamber’s litmus take a look at used to be a success. Nonetheless, revealing their future title, they sought an additional edge.
Exploring Den of Wolves’ Unorthodox Title Hide
With one winning title already below their belt, the 10 Chambers crew dove into influencer marketing and marketing and marketing because the notable approach for selling their upcoming title, Den of Wolves, a cooperative heist FPS. Nonetheless, this time, they wanted a jaw-losing originate and asked Lurkit to develop it happen.
Purpose: Discontinuance a winning recreation title originate for Den of Wolves with out leaking the teaser sooner than time. 10 Chambers wanted a spacious repeat, which would initiate conversations among avid gamers and boost engagement.
Scenario: To create the map, 10 Chambers would must join creators thru Lurkit’s creator platform. Nonetheless, they wanted a foolproof repeat with none leaks. Though creators on Lurkit adhere to strict embargoes, 10 Chambers aimed for a gigantic unveiling, envisioning a moment where viewers collectively experience the originate for the notable time.
“The technique started with Calle and me bashing our heads against the partitions,” Vlad begins. “We possess this mission at hand; now we possess the funds, nonetheless we are able to’t give you the money for a leak. It used to be a terribly secret mission, so we couldn’t attain out to creators in attain to possibility a leak.
Resolution: 10 Chambers came to Lurkit with an view that would sound wild to a conventional recreation marketing and marketing and marketing platform. They wanted a paid sponsorship activation nonetheless with a twist. Rather then informing them about the repeat sooner than time, 10 Chambers came up with the muse of a “faux-hack” of the streamers OBS that would repeat it as a surprise.
“Let’s explore with Lurkit if we are able to pitch creators to be half of this secret mission. And ought to we activate the overlay at the gorgeous time? To this new day, we quiet do not know the blueprint Lurkit managed to tug off this type of secret sponsorship,” Vlad continues.
All over The Sport Awards, Lurkit equipped 160 streamers with an OBS URL. To make certain creators felt steady and happy, the platform communicated that it used to be a sponsorship match and one thing would happen throughout the TGA circulate. Nonetheless, to preserve confidentiality upon 10 Chamber’s query, creators weren’t told about the Den of Wolves title originate, breach timing, and even the nature of the sponsorship. At the actual time Ulf, the CEO, went up on stage at the TGA for the repeat, a message mentioned, “Your circulate has been breached. Recede to DENOFWOLVES.COM ” seemed on all 160 streams.
End result: 10 Chamber’s circulate-breach marketing and marketing and marketing stunt used to be a spacious success, with streamers reacting to the guidelines recreation, developing hundreds hype around the title repeat. Which potential that, viewers of all 160 streamers had been intrigued to investigate cross-test the mysterious recreation that hacked their The Sport Awards circulate.
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Streamer Hack Response
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“Taking a seek at the annoying numbers, it used to be a success for us,” Calle says. “Seeing the enact going are residing and the reactions used to be so chilly. Of us loved the trailer, and I judge these correct reactions to regardless of came about made even better publicity for the recreation.”
Key Takeaway: For 10 Chambers, Lurkit is a marketing and marketing and marketing platform that is launch to solutions, executes them to perfection, and continues to give consistent solutions. Lurkit has a energy in being a lean platform. Companies possess spacious spacious margins; you might possibly even be clear with costs and the blueprint in which extra special goes to creators. With the self-provider model, we are able to preserve it lean and if truth be told effective. Whether or now not it used to be natural campaigns or paid, Lurkit ensured that 10 Chambers obtained price for their money in boosted engagement, one thing that used to be a precedence for the developer.
10 Chambers goals to work with Lurkit within the lengthy-time period, a platform they labeled as a “plump stack tech with a non-public potential.”