Knights of Pen & Paper 2 Case Study
Submitted by Game Influencer

Paradox Interactive: Knights of Pen & Paper 2 YouTube Creator Campaign

Influencer Marketing

GameInfluencer ran a four-creator YouTube campaign for Paradox Interactive's Knights of Pen & Paper 2, built on creative freedom and humor, and reports a CTR of 8.15%+.

8.15%+CTR
300%Organic Uplift

Case in 60 seconds

Paradox Interactive was publishing Knights of Pen & Paper 2, a turn-based, retro style, pixel-art adventure available for free on the iOS and Android app store, so its humor and inside jokes had to reach players through creators rather than through conventional advertising.

The game's appeal sits in humor and pop culture inside jokes, which land better in a creator's own voice than in scripted copy, so the page treats audience affinity with the game as the casting test rather than reach alone.

The organizing thesis was creative freedom within light guardrails, with four influencers chosen for audience affinity, demographics and profile performance playing the game in the style of their own channels rather than to a script.

GameInfluencer activated four YouTube creators, Critical Role, JoCat, RuneSmith and Blitz, who had full creative freedom and a few talking points: keep a funny approach, share and create pop culture inside jokes, and mention the free iOS and Android release.

GameInfluencer reports a CTR of 8.15%+ and an organic uplift of >300% from the four-creator YouTube activation, and the page prints both figures without stating how either was calculated.

Strategy Breakdown

Viewers of YouTube channels whose audiences had an affinity with Knights of Pen & Paper 2, with the influencers chosen on that affinity, their audience demographics and their perceived overall profile performance.
Paradox Interactive's game supplied the material, its humor and pop culture inside jokes, while the creators supplied the voice, so the brand acted as the source of content rather than the author of a script.
Viewers accept a game more readily when it is shown in the style of a channel they already watch, which is why the brief limited itself to a few talking points rather than fixed messaging.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Game Influencer

Creator role

  • Critical Role — creator
  • JoCat
  • RuneSmith
  • Blitz

Results & Evidence

MetricValue
CTR8.15%+ CTR
Organic Uplift300%
Influencers4 influencers

Why Game Influencer's strategy worked

  1. 1

    Casting on audience affinity with the game and demographics rather than follower scale lets a roster of four carry a niche title, because the viewers reached are already inclined toward that kind of game.

  2. 2

    A short list of talking points paired with full creative freedom keeps a comedy game in the creator's voice, so the humor is the channel's own rather than as an advertiser's script.

  3. 3

    Making free availability on the iOS and Android app store a required talking point gives an entertainment-led video a concrete next step, which connects watching to clicking rather than leaving the viewer with nowhere to go.

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