Pixly is the exclusive influencer agency for Dauntless, the popular action role-playing game by Phoenix Labs available on PC, consoles, and Switch. Within Dauntless players hunt Behemoths, collecting loot to craft weapons and equipment to take down larger and more powerful Behemoths. Pixly has built, managed, and executed the influencer marketing strategy for Phoenix Labs since the launch of Dauntless in May 2019. We’ve published over 300 unique influencer activations helping catapult Dauntless to over 20 million players worldwide.
Pixly worked one-on-one with Phoenix Labs to build a custom influencer strategy for the launch of Dauntless. We organized an influencer burst campaign with hyper-relevant content creators across YouTube and Twitch to release on launch day, driving maximum hype and awareness to Dauntless. Creators were provided game keys to download early to film their gameplay videos in advance. We built a custom influencer brief to guide creators through talking points, gameplay focuses, calls-to-action, FTC disclosures, without restricting creativity. Each video draft was approved by Phoenix Labs to ensure the content met their expectations before scheduling to post. On launch day, May 21st 2019, we published over 50 sponsored activations across YouTube and Twitch and Dauntless quickly surpassed 10 million players within the first month. We reviewed the top performing influencer content and identified patterns that produced the best results, giving us a blueprint for success with future activations. Pixly has continued to drive sustained growth for Dauntless that now surpasses 300 sponsored activations across YouTube and Twitch.