Delivering unmissable and premium visibility

Driving measurable demand

The brief was to drive measurable demand for Lies of P by delivering unmissable, premium visibility across PC and multi-platform entertainment audiences. 

We were also tasked with helping to build awareness and long-term engagement with a niche and high-intent audience. Think Souls-like fans and RPG fanbases. 

At every phase of our approach, we aimed to ensure Lies of P felt premium, unavoidable, and relevant, even as an indie-positioned title launching in a highly competitive window.

Connecting with audiences

As mentioned, we have access to a large and varied audience here at Publisher Collective. Using a mix of zero, first and second party data, we can build contextually relevant audiences that align with your KPIs. Which is what we did for Lies of P. 

NEOWIZ were looking to reach dedicated, niche gaming communities through a strategically phased media approach. This spanned pre-order, launch, and DLC moments, which we activated across PC and multi-platform gaming environments.

This included immersive Universe Takeovers and High-Impact placements, ensuring the title reached those players who were most likely to deeply engage with Souls-like, RPG, and action-RPG content.

The combination of audience and contextual targeting allowed the campaign to appear alongside relevant gameplay, genre, and editorial experiences, reinforcing credibility and driving discovery among high-intent communities.

As the franchise evolved, we also leveraged campaign learnings to re-engage existing fans, reintroduce the IP to lapsed players, and expand awareness within adjacent genre audiences, positioning Lies of P as a long-term experience, in a highly passionate gaming ecosystem.

Results

With this approach we were able to see a 2% increase in brand awareness, which we measured via brand lift studies, a 30% above benchmark performance across high-impact display media, more than 5 x standard social engagement during launch, 100% share of voice during the launch and we’re above to maintain an “above-average” performance by retargeting IP fans during DLC re-engagement. 

Lies of P went on to become a critically acclaimed and commercially successful title, selling millions of copies worldwide and earning year-end accolades and industry recognition. 

Publisher Collective’s phased media strategy helped amplify its visibility among dedicated RPG and Souls-like audiences at every key moment from pre-order through DLC.

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If you’re looking to amplify your campaign, or find your niche audience, we can help. Get in touch with us here for support. 

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