Racing Game Across The Finish Line

The launch of NeoSprint, a single-player isometric arcade-style racing game, presented a challenge for Atari: how to stand out in a crowded "retro" market while positioning it as a strong standalone entry in the Sprint Series franchise.

Our four-month campaign aimed to introduce NeoSprint’s new experience while honoring its classic roots. The key question: would racing fans care about a retro single-player game?

To build hype for NeoSprint, we created tailored story topics and target lists, focusing on both brand history and core racing game enthusiasts. We secured exclusive coverage and early access to generate diversified press, highlighting different aspects of the game.

We monitored press sentiment and Atari community feedback to adjust our messaging and target lists, ensuring effective coverage and a strong launch presence.

In this campaign, we placed coverage with influential outlets like IGN, Terra, Metro, Forbes, Express, Nintendo Life, Destructoid, EveryEye, Push Square, Hobby Consolas, Eurogamer, Multiplayer, Bleeding Cool, and many more. Many of the same publications also produced reviews of the game, contributing to the overall Metacritic score.

With hundreds of pieces of coverage throughout the campaign, our efforts gave NeoSprint a global PR push and, in turn, further boosted Atari’s reputation as a retro and modern publisher of high-quality games.