160 Streamers, 1 Epic Reveal: How 10 Chambers and Lurkit Shook Up Game Marketing
10 Chambers, creators of GTFO, are experienced developers deeply passionate about gaming. The studio aims to lead in co-op FPS game development, focusing on quality and innovation.
This wasn't their first time working with Lurkit.
"I was really excited that Lurkit was set up when I joined 10 Chambers because I came from the streaming world, and I understood what value small tight streamers and their communities can bring compared to larger ones," says Vlad.
Utilizing Lurkit's platform, 10 Chambers connects with creators and engages their audiences, particularly valuing smaller streamers and their close-knit communities. This collab strengthens marketing efforts and builds meaningful relationships with content creators.
"You'd be surprised at how many agencies would push to spend on the follower numbers, but if you dig into those numbers, you’d quickly find out that you wouldn't get out so much. Engagement is extremely important. And you really need to do your homework."
With Lurkit as a secure bridge, 10 Chamber's litmus test was a success. However, revealing their future title, they sought an additional edge.
After their first hit, 10 Chambers decided to use influencer marketing for their new game, Den of Wolves. 10 Chambers wanted to pull off an epic marketing stunt. They aimed to keep things under wraps until the big reveal while stirring up excitement. So, they teamed up with us for some creative solutions.
"The process started with Calle and me [Vlad] bashing our heads against the walls. We have this project at hand; we have the budget, but we cannot afford a leak. It was a really secret project, so we couldn't reach out to creators in advance to risk a leak."
10 Chambers had this crazy idea they wanted to try out with us. Instead of a regular paid sponsorship, they wanted to surprise streamers with a "faux-hack" during The Game Awards. They didn't tell the streamers about the reveal or what was going to happen. We managed to keep the sponsorship as a secret until the big moment.
“Let's see with Lurkit if we can pitch creators to be part of this secret project. And can we activate the overlay at the right time? To this day, we still don't know how Lurkit managed to pull off such a secret sponsorship."
During The Game Awards, Lurkit gave 160 streamers an OBS URL. They were told something would happen during the stream, but they didn't know what. Then, right when Ulf, the game director of Den of Wolves, took the stage, a message popped up on all 160 streams saying, "Your stream has been breached. Go to DENOFWOLVES.COM”
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