Submitted by Cloutboost

Warhammer 40K: Rogue Trader Launch Campaign

Cloutboost ran the launch influencer campaign for Owlcat Games' Warhammer 40K: Rogue Trader across 20 YouTube and Twitch creators, reporting 5.5M+ total impressions.

20# of Influencers
5.5MAudience
5.5M+Total # of Impressions
1.42M+Total # of Views
500KYouTube views

Case in 60 seconds

Owlcat Games was launching its third RPG on a licensed Warhammer 40,000 property and needed exposure among both RPG players and Warhammer followers while driving downloads across PC, PlayStation and Xbox.

The campaign appears to turn on the reading that a roughly 100 hour tactical RPG cannot be judged from a clip, so audiences trust creators who have played far enough into it to explain how the systems behave.

Cast for demonstrated affinity with comparable games rather than for follower scale, and buy depth of coverage from micro and mid-tier creators rather than breadth of mentions across a larger cohort.

Cloutboost selected 12 YouTube gamers and 8 Twitch streamers, briefed 30 to 40 minute dedicated gameplay reviews on YouTube and two-hour live sessions on Twitch, required play through the prologue and Chapter 1, and scheduled all video inside a seven-day post-launch window.

Cloutboost reports 5.5M+ total impressions, 1.42M+ total views and 20 influencers, with a peak of nearly 30,000 concurrent players, more than 500K views on YouTube in the first two weeks and over 200 streamers broadcasting on release day.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

RPG fans and Warhammer 40K enthusiasts, reached across PC, PlayStation and Xbox
[object Object]
Cast for demonstrated affinity with comparable games rather than for follower scale, and buy depth of coverage from micro and mid-tier creators rather than breadth of mentions across a larger cohort.
[object Object]

Creative & Execution System

Assets & channels

  • Twitch
  • YouTube
  • Let's Play videos
  • beginner guides
  • live streams
  • tips and tricks videos

Partners

  • Cloutboost (lead_agency)

Creator role

  • Legacy Gaming — creator
  • Lucky Ghost — creator
  • Rimmy Downunder — creator
  • Sacriel — creator
  • 12 YouTube gamers
  • 8 Twitch streamers
  • Micro and Mid-Tier Influencers

Results & Evidence

MetricValueResult type
# of Influencers# of Influencers 20creators_count
Audience5.5M Audienceperformance
Total # of ImpressionsTotal # of Impressions 5.5M+impressions
Total # of ViewsTotal # of Views 1.42M+video_views
YouTube viewsMeanwhile, on YouTube, the campaign garnered more than 500K views within the first two weeks.video_views
peak concurrent players'Warhammer 40,000: Rogue Trader' achieved a peak of nearly 30,000 concurrent players, making it the second top-selling title on Steam during that period.performance
streamers broadcasting on release dayOn Twitch, the launch of Rogue Trader saw over 200 streamers broadcasting the game on its release day.performance

Why Cloutboost's strategy worked

  1. 1

    Where a title carries about 100 hours of play, long-form dedicated review formats give creators room to show the systems, which the agency describes as a proven fit for the RPG genre based on its earlier work.

  2. 2

    Setting a minimum play requirement, here the prologue and Chapter 1, functions as a quality control on creator content because it ensures core mechanics are understood before anything is filmed.

  3. 3

    Concentrating every video inside a seven-day window after launch treats attention as the scarce resource, since a release period rewards density of coverage rather than a spread of it.

  4. 4

    Paid creator activity and a studio's own organic ambassadorship are described as compounding rather than substituting, which makes the reported figures difficult to attribute to the paid campaign alone.

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