Coverage for Charming Indie Adventure

Curve Digital enlisted UberStrategist to promote I Am Fish, the whimsical successor to I Am Bread. The game follows four fish friends on a perilous journey home and combines charm with physics-driven gameplay.

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The publisher wanted to capture the same kind of attention that made I Am Bread a success. The goal was to secure widespread coverage and position I Am Fish as both a fun, lighthearted adventure and a technical showcase of Unity Engine.

Our team created a PR campaign that highlighted the game’s personality and unique features. Messaging highlighted the whimsical characters, aquatic settings, and inventive gameplay that distinguish the title.

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We structured the campaign to include an early preview phase to build anticipation, followed by a strong review cycle at launch. We targeted outlets across gaming and entertainment media to ensure the game’s quirky appeal reached a global audience.

The campaign generated an estimated reach of 9.5 billion impressions worldwide. Coverage appeared in Tier-1 outlets such as IGN, PC Gamer, Rock Paper Shotgun, Game Rant, Screen Rant, and PC Invasion, which brought the game significant visibility across both gaming and entertainment media.

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The campaign effectively highlighted the game’s whimsical characters and physics-driven design, capturing both media interest and player enthusiasm. This wave of attention established I Am Fish as a standout indie launch and extended the legacy of coverage Curve Digital first enjoyed with I Am Bread.