When Fear the Gun prepared to launch Layers of Fear 2, a psychological horror game, they aimed for ahigh-impact European debut. To drive sales and build lasting relationships with key influencers, they partnered with Pinpoint to establish the game as a must-play horror title in key markets: the UK, Germany, Spain, Italy, and the Nordics.
Pinpoint’s strategy combined local expertise, top-tier outreach, and precise timing to maximise impact. By leveraging established relationships with influencers in each region, they delivered tailored messaging in native languages to create authentic connections and generate genuine excitement.
To build pre-launch momentum, early-access keys were issued to prominent horror influencers, including JackSepticEye(UK), Gronkh (Germany), and MaxINFINITE (Italy), which helped heighten anticipation.
Beyond the initial markets, keys were also distributed to influencers in Russia, Turkey, and Portugal through Bastion’s OneVoice network, further extending the game’s reach. Finally, by synchronising a launch-day embargo with the US release, they ensured simultaneous coverage across Europe, driving a unified wave of streams and Let’s Plays.
%20(2).jpg)
