Dying Light's Kickstarter Success

Glass Cannon Unplugged knew the Dying Light board game would appeal to tabletop enthusiasts but wondered if they could also attract non-board gamers to the Kickstarter.

In this three-month campaign, our goal was to generate buzz, expand the audience, and engage fans of the Dying Light video game, including those who don’t typically play tabletop games.

To achieve our goals, we crafted a narrative around expanding the Dying Light gameplay experience at home, allowing fans to create their own stories within the franchise’s lore. This vision positioned the board game as an extension of the beloved video game.

We pitched targeted feature stories and developer interviews, reaching not only tabletop press but also video game, horror, and entertainment media, plus influencers who are fans of Dying Light.

The campaign's results speak for themselves: With 49 pieces of press coverage, we achieved over 677 million impressions, giving the campaign a wide reach and impact. High-value influencer coverage from content creators like The Brothers Murph, Rolling Solo, and BoardGameCo further amplified our message and created excitement around the game.

Through extensive media exposure and influencer engagement, we generated massive buzz, reaching far beyond traditional tabletop audiences and greatly exceeding campaign goals.