Frostpunk 2 – Global Release


How we helped 11 Bit Studios launch the highly anticipated Frostpunk 2 on Steam across the world.

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THE BRIEF

11 bit studios aimed to launch Frostpunk 2 globally with a comprehensive digital marketing strategy. The core focus was to increase Wishlists on Steam ahead of launch, and drive sales on launch day onward. The campaign needed to reach a global audience, leverage multiple digital channels, and utilize robust tracking systems to attribute sales and optimize marketing efforts.

GOAL:

  • Grow Wishlists: Drive high-intent gamers to add Frostpunk 2 to their Wishlists ahead of launch.
  • Boost Downloads: Maximize game downloads on launch day through pre-launch momentum.
  • Track and Attribute Sales: Implement an attribution model to track sales from various digital touchpoints and optimize accordingly.
  • Maximize ROI: Ensure efficient use of the marketing budget by optimizing campaigns toward high-performance channels and audiences.

Key Performance Indicators (KPIs):

  • Wishlist growth (pre-launch)
  • Downloads on launch week
  • Conversion rates from ads to purchases
  • Return on ad spend (ROAS)

THE GAME PLAN

Through strategic digital marketing across Meta, YouTube, display, and Reddit, alongside custom attribution modeling, we maximized Frostpunk 2 pre-order sales. Targeted ads and engaging content boosted visibility and engagement, while custom attribution ensured accurate measurement and optimization. This comprehensive approach drove significant sales increases and heightened brand awareness, setting the stage for long-term success.

Ad Networks
Reddit Ads
Google Ads

THE PERFORMANCE

The Frostpunk 2 launch was a huge success, selling over 350,000 copies in just three days. Our optimizations helped grow Wishlists to over 2 million, driving global demand and record sales. By continually refining campaigns and tracking sales in real-time, we ensured maximum reach, engagement, and ROI, contributing to the game’s exceptional early performance.

STATS:

  • 350k+ copies sold within first 3 days
  • Over 2,000,000 wishlists generated
  • 120,000,000+ people reached
  • Over 5,000,000 video views generated
  • Over 35,000 concurrent players at peak
  • Top #100 in all time top sellers on Steam
  • Over 100,000 peak concurrent viewers on Steam

Global Team Global Reach

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