Full Suite Campaign Launch for Virtual Reality Games
How I built a startup's marketing ecosystem from scratch that not only launched a videogame—it established a business model and put an indie studio on the map.
Launching a VR horror game for Meta and Playstation based on an iconic film franchise presented unique marketing hurdles. As Product Manager at Fun Train VR, I needed to introduce a startup's first major title into an emerging VR market with limited resources. We faced tight budget constraints, a crowded horror game landscape, and the challenge of marketing an immersive experience through traditional 2D channels. Success meant not just meeting launch metrics, but establishing our credibility for future licensed IP partnerships.
My Approach
I developed an integrated launch strategy that leveraged the franchise's recognizable elements while positioning the game as a genuinely new horror experience. My approach focused on: 1) Creating anticipation through video teases, 2) Demonstrating authentic franchise connection with iconic keyart and messaging, and 3) Targeting horror enthusiasts beyond the VR-owner demographic to build broader awareness. This required carefully balancing reverence for the source material with technical innovation messaging.
Execution
The campaign spanned multiple touchpoints with one consistent narrative. I produced atmospheric trailers recreating the film's tension in VR, built store pages, designed keyart invoking classic franchise elements, and created social content showing player reactions. Everything used a visual language honoring the original film while showcasing VR's unique capabilities. With limited resources, we maintained presence across platforms through carefully timed content drops maximizing visibility throughout the episodic release.
The campaign took Fun Train from zero to seven-figure revenue within 24 months, establishing us in the VR entertainment space and securing deals for subsequent licensed properties including "The Twilight Zone VR" and "Tarzan VR."
