Divinity: Original Sin II – Definitive Edition
Divinity: Original Sin II was one of the highest-rated CRPGs of all time. With its one-year anniversary in sight, the game was being ported to PlayStation 4 and Xbox One in 2018. In addition to the console versions, the base PC game was being updated with a free Definitive Edition upgrade that added gameplay features, new modes and improved overall performance.
Console publisher Bandai-Namco felt press would be reluctant to cover an ‘old game’, so developer Larian Studios hired Dead Good to gain UK preview coverage just ahead of launch. Our remit was to organize and run a small UK press preview event showcasing the old and new titles side-by-side, specifically to increase media awareness of the upgraded version and place preview stories. We also had the challenge of engaging an audience without distributing game keys, which were being handled exclusively by the publisher.
Working on a sub-£1,000 budget, Dead Good ran a unique press event targeting key UK media outlets as briefed, gaining multiple media stories. Though not part of the initial client brief, Dead Good also hand-picked some trustworthy influencers to attend (and factored travel and accommodation into that sub-£1,000 budget for two who travelled from afar) to target a wider audience.
The influencer coverage resulted in over 280,000 event views on YouTube,and the event additionally sparked a Rock Paper Shotgun Let’s Play series post-release (which is still on-going to this day).
Dead Good’s work on this resulted in us becoming one of Larian Studios’ key European PR partners, and have since worked on the crowd-funding campaign for the Divinity: Original Sin board game and the announcement/ first gameplay reveal events for Baldur’s Gate 3.