Starting point
The game combines extraction survival with rescuing people and animals on an island devastated by a volcanic eruption. Marketing turns the game's mechanics into clear messages for survival and extraction players and builds interest across development milestones, content releases and playtests.
Goal
Build interest in the game and attract players: wishlists, Steam followers and playtest sign-ups.
Role and scope of work
Michał leads marketing for Into the Fire at Starward Industries, covering strategy, Steam, paid campaigns and playtest promotion. Since 2025 his scope has also included PR, creator relations, social media, community engagement and industry events.
Work done
- +Marketing strategy and positioning: the direction of the game's communication, translating its mechanics into clear messages and a plan around development milestones, content releases and playtests.
- +Steam: refining the store page copy and presentation, plus communication around updates and testing, tied to external campaigns.
- +Paid campaigns that bring players to Steam and support wishlist acquisition: testing creative, messaging and audiences, and judging performance through costs and user actions.
- +PR and creator relations: planning media and creator outreach, selecting contacts and coordinating assets and access to the game, aligned with new content and playtest rounds.
- +Social media and community management: planning content, engaging with players on Discord and Steam, sharing game updates, answering questions and organizing feedback.
- +Promoting playtest sign-ups and preparing the game's marketing presence at industry events.
Outcome
The cooperation continues, and the game's marketing covers several areas at once: from strategy, Steam and paid campaigns to PR, creators, community and industry events. The game's results come from the work of the Starward Industries team and its partners, to which Michał contributes the marketing scope described here.
