Knights Peak is the publisher of Mandragora; Whispers of a witch tree. Launched in June 2024, it is led by industry veterans Eugenio Vitale, Mario Gerhold, and Jan-Eric Lauble. Their game portfolio includes titles like Starship Troopers: Extermination, Nikoderiko: The Magical World, Mandragora, Pathfinder: Kingmaker, and Blast Brigade.
For Mandragora's early access release in April ‘25, we executed a strategic marketing campaign that validated our data led approach. This involved activating our content creator network, sending targeted emails, securing prominent store placements, and deploying ads across Google, Reddit, Meta, and X. The combined efforts led to a substantial increase in sales and enhanced review scores within the initial fortnight of its launch.
Increasing discoverability across 3rd party stores was important and we obliged with Mandragora being featured on the homepage carousel on the Green Man Gaming store for over a week, leading to thousands of impressions and sales.
We sent x3 targeted emails to over 670,000 users in total who had played or wishlisted similar games, massively increasing awareness for a core audience of engaged gamers likely to convert.
We also included a re targeting campaign for any gamers who were still on the fence, where we'd seen opens and clicks but no purchases which had a good level of engagement and conversions post release once the reviews were positive.
Prior to the release we contacted our 6000+ content creators asking if they liked the look of the game and would like to stream/review in return for a free key.
Once approved by Knights Peak we activated our streamers and Youtubers to create content around the game, further increasing awareness, hype, and community engagement. None of the coverage was massive in terms of impressions but it was authentic and helped to get more discoverability for not a lot of budget allocation.
Using our data profiled audience groups and driving customers to the Green Man Gaming checkout for clear attribution our paid Reddit and Facebook ads brought in over 3.2 million impressions for very low cost-per-click, boosting awareness and sales.
Our Reddit ads had outstanding awareness metrics with over 2.3M impressions at 0.47 CPC - a brilliant brand awareness drive helping other channels sweep up even more conversions.
We AB tested some assets types and call to actions; 'Shop Now VS 'Buy Now' VS 'Wishlist Now' VS 'Play Now' etc.
Organic social posts brought in over 5,000 'free' impressions, increasing awareness, followers, and community engagement.
We ran a giveaway on Gleam, a popular website for viral competitions which allowed us to ask customers for certain data based actions in order to gamify more entrees.
This resulted in over 10,000 entrants with users taking multiple actions to enter and spread the word, showing there was serious drive to win and claim the game.
Saving the best til last, our Google Ads performed the strongest for conversions in this campaign.
There we're Google shopping ads pulled through our store API due to the game having a small discount on launch which converted very strongly.
We also set up ads across multiple territories, generating over 320,000 impressions around the world with over 27,000 video views. These ads also featured the game in Google’s suggested products, allowing users to immediately purchase the title.
The campaign generated a combined total of 3.4 million impressions, driving a huge increase in awareness of the game. Highly cost effective considering the very high conversion rate to go with it.
The campaign resulted in thousands of sales with 43.1% attributed to Green Man Gaming!
The campaign had an incredible ROI of 691%, showing strong positive growth and revenue.
The marketing campaign generated significant hype, and enough sales to bring Mandragora into Steam’s Top 5 most played games, massively boosting its performance in the store algorithm.
Here's what Eugenio Vitale from Knights Peak said about working with us:
"We're incredibly impressed with Green Man Gaming's Tempest Rising & Mandragora campaigns their strategic approach truly amplified both of our launches."
Read more about our video game marketing services, or get in touch if you’d like help marketing your game.