Triple-I as a Defining Indie Showcase

Evil Empire, a collective of leading indie developers, launched the Triple-i Initiative to give high-profile indie games their own stage. The first showcase in 2024 used bold guerilla tactics and surprise reveals, instantly capturing industry attention.

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For year two, the challenge was different: expectations were higher and the element of surprise was gone. Evil Empire partnered with UberStrategist to secure Tier 1 coverage, maintain buzz, and establish Triple-i as a fixture on the industry calendar.

We built a communications plan that kept secrecy intact while driving anticipation. The campaign rolled out in phases: tease the return, confirm the one-year date, pre-brief key Tier 1 outlets under embargo, and follow the livestream with a full recap of all 30+ segments.

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Even with last-minute assets and shifting timelines, close coordination with Evil Empire ensured the showcase stayed on track and in front of the right media.

The second Triple-i Initiative held strong against its debut year, securing over 30 Tier 1 placements in outlets including IGN, GameSpot, PC Gamer, Polygon, and VICE. Altogether, more than 1,700 stories ran worldwide (200 organic, 1,500 wire), reaching an estimated 4.3 billion impressions.

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Coverage celebrated the showcase’s role in uniting blockbuster indies under one spotlight. The event maintained wide visibility and further cemented Triple-i as a must-watch annual showcase with lasting influence in the indie space.