Last Flag entered a highly competitive market dominated by established free-to-play shooters. While the game benefited from the involvement of Imagine Dragons frontman Dan Reynolds & a distinctive 1970s game-show inspired world, awareness alone wasn't enough.

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We needed creators to demonstrate why Last Flag's unique Capture the Flag gameplay offered something genuinely different from traditional hero shooters & to justify its premium price point in a free-to-play market.

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Rather than relying on a single launch campaign, we partnered with Night Street Games across multiple beats spanning almost a year. Our goal was to introduce creators to Last Flag early, build trust within the shooter community & turn creators into long-term advocates ahead of launch.

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Building Momentum Across Key Beats

• Early Playtests – We introduced creators to Last Flag during its early testing phases, gathering feedback, refining messaging & building awareness among shooter audiences.
• Steam Next Fest – Steam Next Fest became the campaign's largest pre-launch awareness moment. We coordinated creator squads on Twitch to showcase the game's social dynamics, teamwork & chaotic gameplay while creating authentic gameplay moments on TikTok designed to drive "we should play this tonight." reactions. 
• Launch – At launch, we scaled visibility through coordinated creator squads, combining contracted creators with their friendship groups to unlock additional organic participation & maximise Twitch directory presence. This allowed us to showcase Last Flag exactly as it was designed to be played - with friends.

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Throughout every campaign beat, we prioritised creators whose audiences already enjoyed hero shooters, team-based multiplayer games & social co-op experiences, ensuring Last Flag consistently reached players most likely to appreciate its blend of strategy, teamwork & controlled chaos.

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The campaign's success extended well beyond the paid activations. More than 500 creators streamed Last Flag during Steam Next Fest, while major creators including Shroud & MoistCr1tikal also played the game organically, helping validate interest in the title among shooter audiences.

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By building creator momentum throughout Last Flag's development journey rather than concentrating activity around launch alone, the campaign exceeded KPIs by 34% across measured campaign beats.

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