CASE STUDY

How Enotria: The Last Song became one of the most played demos at Steam Next Fest with Lurkit

RESULTS

1,1M views on the trailer

Enotria: The Last Song amassed over 1,1M YouTube views via trailer reaction campaign

Top 15 at Next Fest

The game became the 14th most played demo of Steam Next Fest -June 2024 edition

1,8M hours watched

Over 2,9k creators covered the game and generated 1,8M+ hours watched on Twitch

Company overview

Jyamma Games started its journey in Milan, Italy, in September 2019 as an independent video game studio with only less than a dozen passionate young game developers. Their debut title is Enotria: The Last Song, a souls-like RPG that embraces the Italian flavor reproduced into an diverse world with dynamic gameplay.

Game overview

Enotria: The Last Song is a souls-like set in a beautiful sun-lit world inspired by Italian folklore where the brightest sun casts the darkest shadow. Wear unique role-altering masks, face formidable foes and alter reality with the power of Ardore to unravel the secrets of Enotria.

Products used

Marketing Insights, Key Campaigns, Paid Quests, Assisted Service, Creator Program, Missions and Rewards

The Challenge:

Jyamma Games is a young indie studio that's based in Milan, Italy. The studio started its journey with only less than a dozen passionate young game developers working on mobile games and found success there and the studio grew with some new talent. In time, they decided to channel their growing expertise into an AA project named Enotria: The Last Song, a souls-like genre RPG that embraces the Italian folklore.

However, switching from mobile to PC and consoles come with its own unique issues. Mobile studios need to prove harder that they're developing a legitimate game and build presence in a whole new market and even target audience. It's also a lot harder to market a game on PC and consoles, considering mobile scene heavily benefits from extremely data-driven practices. Measuring and tracking is considerably harder when it comes to other half of the gaming market. This is why Jyamma Games chose Lurkit's technology and services.

The Solution:

Jyamma and Lurkit started collaborating months before the souls-like game's appearance on Steam Next Fest - June 2024 Edition. The first thing we did together was to launch a paid campaign to get as many eyes possible on the release date trailer for Enotria: The Last Song way back in February 2024. This campaign was a huge success. Not only the trailer on the official channel had over 300k views, but trailer reaction videos, shorts and live watching events generated a little over 1M views. Enotria's amazing visual representation, music, and expertly crafted trailer also made our job a lot easier.

Next thing we did together was to execute the second part of our strategy. Jyamma Games prepared a demo that offered upwards 8 hours of meaningful gameplay for pre-Next Fest, and we made sure the right content creators across Twitch, TikTok and YouTube played the demo and created content around it via organic key campaigns and paid activations. The plan was to hype up the game before Next Fest and start the festival with strong omnipresence.

Then came the big day on 16th of September, 2024, Enotria: The Last Song's release. By now, any souls-like fan, be they players or creators knew about the game and they tuned in at launch.

The Results

Trailer reaction campaign

1,1M

Views on YouTube for trailer reactions

300k

Views on YouTube on the offical channel

54k

Hours watched on Twitch reacting to trailer

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Making sure Enotria: The Last Song was put on the radar of every souls-like player was the core task here. Of course, such tall orders require a highly dedicated and efficiently managed campaign. Jyamma used Lurkit's assisted service to make sure the campaign ran deeper and gained visibility from the right audience. Lurkit targeted content creators who almost exclusively produce content around souls-like games, negotiated prices on behalf of Jyamma Games, and reduced the costs drastically.

Steam Next Fest -June 2024

550k

Views on YouTube for the Next Fest campaign

391k

Hours watched on Twitch for the Next Fest campaign

1,1k

Creators participated directly through Lurkit

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This was yet another success for Enotria: The Last Song, as the game became the #14 most played demo of June 2024 Next Fest, while earning over 550k views on YouTube and nearly 400k hours watched on Twitch. The majority of thanks goes to the strong demo that offered many meaningful hours of gameplay, and to Jyamma Games' development team. The level of hype even reached major creators such as xQc.

xQc reacting to Enotria: The Last Song's trailer

Using our technology and expertise, we made sure high performers from earlier campaigns and creators with high potential were activated strategically so that Enotria: The Last Song could be seen everywhere and was omnipresent before, during and after the Next Fest. Being omnipresent meant there was always at least a few creators streaming the game on Twitch, and evergreen, fresh video content from trustable creators on YouTube. This helped the game build legitimacy while encouraging people to give it a try.

Full game release

1,8M

Hours watched on Twitch 30 days after launch

9M

Views on YouTube 30 days after launch

2,9k+

Creators on Twitch and YouTube 30 days after launch

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Enotria: The Last Song performed big on both Twitch and YouTube. The game was watched for more than 1,8M hours on Twitch and got another 9M views on YouTube within the first 30 days after its launch. In fact, the game even peaked at a little over 77k CCV on Twitch, and managed to maintain high viewership for a whole week, which is not that common for a single-player only indie game, especially for a niche genre such as souls-like.

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