New Momentum for a Legacy Sports IP

Digital Dreams Entertainment, founded by industry veterans Michael Mendheim and Maxim Novikov, was prepared to launch Mutant Football League 2 on PC and consoles. The game had already been announced and released in Early Access, and the studio was transitioning PR efforts from a previous agency.

Digital Dreams partnered with UberStrategist to take over PR and guide the title through its launch window. The goal was to refresh the narrative, improve results, and build momentum across press, partnerships, and sports-focused gaming communities during a five-month campaign.

UberStrategist began by reintroducing Mutant Football League 2 to the press and pre-pitching the announcement of the 1.0 release date. We pitched interviews with creative director Michael Mendheim, focusing on the legacy of the Mutant Football League IP and its return for a modern audience. We also pitched interviews with renowned voice actor and game commentator Tim Kitzrow.

To broaden reach, we focused on sports-centric gaming communities and crossover audiences. Our approach included targeted interview outreach, NFL-season media alerts to maintain relevance, major news announcements, showcase placements for new trailers, review-build pitching due to Early Access availability, and a national newswire announcement tied to the Bull Airs partnership.

The campaign generated more than 194 pieces of media coverage. Coverage appeared across major outlets, including ESPN, IGN, GameSpot, VICE, The Escapist, and The Washington Times.

In addition to press coverage, we helped establish valuable connections within sports-focused gaming communities. UberStrategist facilitated introductions to Gerard Williams (HipHopGamer) and leaders within the Twitch Black Guild, which led to multiple ongoing partnership discussions. 

Together, the campaign supported the title’s launch with sustained visibility and meaningful industry connections. These efforts expanded the reach of Mutant Football League 2 across games and sports media and strengthened ties with highly engaged gaming communities.