Major Press for a Cult Classic Revival

When Atari, the legendary game industry pioneer, decided to revive the beloved Yars franchise with Yars Rising—a big release in partnership with developer WayForward—they knew it had to make a splash.

That’s where UberStrategist came in. With a long-standing partnership already in place, UberStrategist was tasked with a 4-month campaign to create buzz-worthy press coverage and get everyone talking about this exciting comeback.

We took full advantage of our close relationship with Atari to plan a strategy to build anticipation over several months.

One of our top priorities was ensuring that key journalists got exclusive, early access to the game, its developers, and Atari’s leadership. This strategy led to two major press events: a one-day junket in London and a three-day media blitz at GDC.

We also did our homework, targeting journalists who were passionate about the Yars franchise to make sure they got the scoop first.

The early access and perfectly timed press events had the news cycle buzzing, positioning Yars Rising as one of the most anticipated games of the year and one of the biggest reimaginings from Atari to date.

Our efforts landed coverage in top outlets like Forbes, IGN, GameSpot, The Verge, Polygon, and many more.

In the end, Atari didn’t just meet their goals—they knocked them out of the park, reigniting excitement for the Yars franchise among both media and fans.