Cross-Industry Praise and Press Coverage

Atari partnered with UberStrategist to support the launch of Beat Legend: AVICII, the company’s first mobile rhythm-adventure game. The title celebrated the music of late EDM superstar Tim “Avicii” Bergling and committed all music royalties to the Tim Bergling Foundation for mental health awareness and suicide prevention.

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The goal was to secure widespread, cross-industry media attention that emphasized both the game’s unique blend of music and gameplay, and its meaningful tribute to Avicii’s legacy.

Our team developed a cross-vertical media outreach plan aimed at gaming, music, and lifestyle press. Messaging centered on the game’s emotional resonance, soundtrack, and charitable angle.

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We offered early access, pitched exclusive interviews, and coordinated with the Tim Bergling Foundation to ensure the campaign honored Avicii’s memory appropriately. Variety was selected to break the news, and we secured an exclusive interview with EDM.com to further highlight the game’s purpose and impact.

The campaign delivered global visibility, with more than 150 pieces of media coverage that spanned major gaming, music, and lifestyle outlets. Notable coverage was achieved in Billboard, MSN, Android Police, Your EDM, Pocket Gamer, Dancing Astronaut, Music Ally, and Shacknews.

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This high-profile launch helped establish Beat Legend: AVICII and position the project as a heartfelt tribute with a charitable initiative. The campaign sparked meaningful conversations across industries and brought attention to Avicii’s legacy, the foundation’s mission, and the Atari game celebrating both.