Hobby horse event for console launch

Rival Stars: Horse Racing

Event Management

Communication Strategy

Influencer Relations

Consultancy

Following successful launches on PC in 2020 and VR formats in 2024, Dead Good was challenged by PikPok to renew interest in its horse racing sim for the long-awaited console launch.

The Pony Pitch

Dead Good rose to the challenge of reigniting interest for the PlayStation, Xbox and Switch release for the game by pitching a one-of-a-kind preview event. The concept was to run an engaging hobby horse event in tandem with the UK Hobby Horse Association, where media and creators got to experience the thrill of competitive (hobby) horse riding before playing Rival Stars: Horse Racing. The entire experience was designed, budgeted and executed by Dead Good, with a range of creators and media invited to the event.

The Horsey Highlights

Coverage from the event was largely driven through creator and press social channels, including X, TikTok, Instagram and YouTube. On the creators side, MrLewisBlogs, McFixer, Tigzy_uk, Lillie, GameWithKiwi and BillieTrixx all produced coverage of their experience through Instagram Stories, Reels, TikTok videos, and YouTube Shorts. These showcased their hobby horse training and competition, but also more importantly the game itself. From the media side, we saw breakout coverage from Metro, Your Horse magazine, Daily Star, Mane Quest and Play Day One.