Into the Fire: game marketing and playtest promotion
Building interest and attracting players through strategy, communications, paid campaigns and playtest promotion.
Michał Obłoj leads marketing for Into the Fire at Starward Industries, covering strategy, Steam, paid campaigns and playtest promotion. The game combines extraction survival with rescuing people and animals on an island devastated by a volcanic eruption. Since 2025, his responsibilities have also included PR, creator relations, social media, community engagement and industry events. This project forms part of Michał’s professional experience at Starward Industries, where his work on the game continues.
Delivered by Michał Obłoj — Marketing & Business Development Manager at Starward Industries
Into the Fire - Official Gameplay Trailer
What we delivered
Marketing Strategy and Positioning
Developing the game’s positioning and translating its mechanics into clear player-facing messages. Planning marketing around development milestones, content releases and playtests, with a focus on survival and extraction audiences.
Steam Marketing
Refining store page copy and the presentation of the game’s key features, alongside communications around updates and testing. Connecting Steam activity with external campaigns to support wishlist acquisition, follower growth and playtest registration.
Performance Marketing
Running and optimising paid campaigns that bring players to Steam and support wishlist acquisition. Testing creative, messaging and audiences, then assessing performance through acquisition costs and user actions.
PR and Influencer Marketing
Planning media and creator outreach, selecting relevant contacts and coordinating access to assets and game builds. Aligning PR and creator activity with new content releases and successive playtest rounds.
Social Media and Community Management
Planning social content and engaging with players on Discord and Steam. Sharing game updates, responding to questions and organising feedback to help the development team understand community expectations.
Playtest Promotion and Industry Events
Promoting playtest registration and supporting communications throughout each testing round. Preparing the game’s marketing presence at industry events, including materials and messaging for players, media, creators and potential partners.
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