At long last, Wayfinder – the character-driven online RPG from the brilliant minds at Airship Syndicate (Ruined King, Darksiders Genesis) and Digital Extremes (Warframe) – has ventured its way to Early Access. Charting the course for any Early Access title can be tricky, but every journey begins with a plan. Keeping those challenges in mind, we focused our efforts on strategic individualized pitching to land coverage with our most trusted contacts at several recognizable gaming outlets.
We kicked off supporting Wayfinder’s Early Access launch by meticulously vetting our media lists and creatively pitching a stunning virtual press preview event for Wayfinder, hosted by Digital Extremes. Our diligent efforts resulted in preview attendance from major gaming sites and MMO enthusiast outlets, including GameSpot, Polygon, MMORPG and Massively Overpowered.
To set up fans for all the buzzy new Early Access features, we knew we needed some deep dives. Recognizing Cass Marshall of Polygon’s passion for video game housing, we connected them with Wayfinder Design Director Steve Madureira and Marketing Director AJ LaSaracina to get players up to speed on housing in Skylight – a feature that allows players to personalize and create the magical, rustic cabin of their dreams. Our strategic partnership shone as Polygon’s piece became a valuable resource that expanded Wayfinder’s appeal to MMO familiars and video game housing enthusiasts alike.
Leading up to launch, we utilized our targeted media lists and steadily forged connections with press in the beta period – slowly opening the gates and making the most of several industry connections. In total, we provided access to over 30 North American outlets, sharing access codes and securing launch coverage from several noteworthy gaming outlets, including IGN, GameSpot, PC Invasion and MMORPG.
While the initial launch faced some common Early Access, we rolled up our sleeves to keep the community engaged and informed, working closely with Digital Extremes to acknowledge concerns transparently and proactively. Airship Syndicate and Digital Extremes delivered a world-class act in welcoming constructive player scrutiny and used it as an opportunity to demonstrate their dedication to delivering fixes and putting players first. We made sure to quickly relay the latest information and bug fixes to press and as a result, we locked in a ton of positive coverage on the updates from outlets including MMORPG, Massively Overpowered and CGMagazine.
Working with our fantastic client, Digital Extremes, on Wayfinder’s journey to Early Access was a blast, and we are happy to be their PR partner. Make sure to check out Wayfinder on PlayStation 4/5 and Steam and stay tuned for more from us on Wayfinder in the future.
Check out some of our coverage highlights from the Wayfinder campaign below:
