Planned for release on October 11th, Knights Peak, in partnership with development studio Offworld, enlisted Second Stage in May 2024 to create a comprehensive go-to-market (G2M) plan and media strategy for the full launch of Starship Troopers: Extermination.
The goal was to drive awareness, consideration, and conversions from the game’s console announcement through to its release.
The challenge:
/ Position Starship Troopers: Extermination as a major new multi-platform online co-op FPS.
/ Expand the game’s exposure from Steam Early Access to a full release on multiple platforms.
/ Provide budget allocation guidance for each stage of the campaign, including detailed channel and geographic breakdowns.
/ Define clear objectives and key performance indicators.
/ Establish a robust tracking and attribution framework.
Our solution:
We approached Starship Troopers: Extermination with the goal of creating the highest level of buzz around the game, driving traffic to the landing page, and maximizing conversions across all audience segments.
We developed a data-driven G2M strategy, segmenting targetable micro-audiences across a range of media platforms and global markets.
Our initial approach combined high-visibility initiatives, including activations during Summer Game Fest and Gamescom, with a strong push for YouTube trailers. To optimize conversions, we worked closely with the internal UA teams at My.Games and leveraged high-performance channels such as TikTok, Meta, and Programmatic for awareness, consideration, and conversion campaigns. Both display and video creatives were used to amplify the marketing efforts. In addition, we partnered with Twitch for a bounty board activation in the US, UK, France, and Germany to create a high level of awareness around launch.
To further maximize KPIs, we implemented our proprietary marketing analytics platform, TRACKS, ensuring that both Offworld Industries and Knights Peak Interactive had full visibility into campaign performance at every stage. Additionally, we worked closely with both teams to implement full-funnel attribution tracking, optimizing ROI from launch and beyond.
This is what the client thinks:
„Working with Second Stage has been fantastic! With their data-driven mindset and deep expertise in gaming, the team developed a tailored G2M plan that enabled the global launch of Starship Troopers: Extermination. Their support in setting up, collaboration with internal teams and executing media campaigns was invaluable. Using TRACKS provided complete transparency across all activations, and their approach to marketing analytics and attribution tracking was exactly what we needed. Beyond that, their hands-on mentality and understanding of digital-driven campaigns is second to none.“
– Mario Gerhold, Global Brand & Marketing Director, Knights Peak Interactive (A division of MY.GAMES)
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