We embarked on a unique adventure to help launch Altered, a next-gen trading card game from French studio Equinox that blends high fantasy, strategic deck-building, and community-driven storytelling to become the most funded project in the Trading Card Game category on Kickstarter. In the month leading to the Kickstarter, we began by helping increasing organic social reach with targeted branding. We tested audience engagement, then shifted to lead generation in preparation for the crowdfunding. At launch, we amplified excitement and kept momentum with consistent strategy, ending with a final all-in push to re-engage fans.
The campaign wrapped with record-breaking results—Altered officially became the most-funded Kickstarter in the Trading Card Game category, raising over 6.2 million euros.
Following this success, we continued to support Altered during its worldwide launch on September 13th 2024, through a two-phase global launch strategy: boosting organic posts and running targeted branding and pre-release campaigns.
On launch day, we amplified efforts on Meta and YouTube by providing an extra layer of support on key markets to complement the studio’s organic efforts and fuel the fans’ enthusiasm. Our efforts drove over 75 million impressions, helping ensure a successful debut continued with the first expansion, Trial by Frost.
Results:
This project showcased our ability to craft and execute impactful media strategies that directly support record-setting crowdfunding outcomes and worldwide Trading Card Game release.
Key achievements:
Driving 40% of overall newsletter sign-ups on Altered.gg
Generating 50% of all site visits during the campaign's key traffic window
Delivering over 110 million impressions across all campaign
Achieving a 4.6x global ROAS
