Creator campaign that turned curiosity into players
Atomfall - Rebellion Games
Blackshore led influencer marketing for Atomfall, Rebellion’s survival-action RPG set in post-apocalyptic Britain. By partnering with top YouTube and Twitch creators in the survival and RPG space, we helped introduce the new IP to millions of players worldwide.
Case study snapshot: Rebellion Games
Launch a new AA post-apocalyptic survival-action IP on YouTube and Twitch; convert buzz into play.
Goals & objectives
- Reach core survival/RPG audiences at scale on YouTube.
- Raise awareness to a new brand, and drive wishlists and pre-orders.
- Position the game as a must-film title for gaming influencers who love exploration, investigation, and story-driven variety games.
Strategy & position
- Develop fit-for-YouTube video video concepts that highlight Atomfall’s strongest hooks: The British setting, player agency, investigative gameplay that rewards curiosity, and deep lore.
Tactics & execution
- Timed (and paused) paid offers to nudge organic follow-ups
- Matched creators with existing audiences for Fallout, S.T.A.L.K.E.R. and adjacent titles.
- Issued custom creative briefs (hooks, titles, thumbnails, story beats) designed to spark virality.
Outcome: Rebellion’s most successful launch in 32 years.
Results & impact
The campaign turned early curiosity into sustained creator coverage, which built real community momentum beyond launch week.
1.5M players the first weekend, 2M within Weeks
Rebellion’s most successful launch to date.
>30M Atomfall views on YouTube at Launch
(Excludes official & press).
10M+ paid views
Paid partnerships with 50 creators.
1.7M hours watched on Twitch at Launch
35,000 concurrent peak on Twitch.
Results & impact
The campaign turned early curiosity into sustained creator coverage, which built real community momentum beyond launch week.
Creator coverage
A selection of videos from creators who brought Atomfall to life for their audiences.
How did we do it?
We matched the game’s mechanics to the right audience, timed creator offers to spark organic follow-ups, and engineered titles, thumbnails, and hooks for strong CTR and retention.
50 paid creators
We partnered with survival and RPG creators whose audiences were primed for Atomfall’s investigative gameplay.
Longform videos & shorts
…a mix of lengths with “discovery” hooks and episodic arcs.
Optimised content timing
Content drops were carefully staggered to build hype without spoiling the mystery of the quarantine zone, while maximizing YouTube recommendations and avoiding competing releases.
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Service Case Study:
- 31M+ views in first month
- 12M+ paid views
- 3.3M+ earned views
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