Builds Momentum for Action RPG and Expands Visibility in Western Markets

Kuro Games engaged UberStrategist to support PR for Wuthering Waves, a story-rich open-world action RPG, with a focus on expanding its presence in Western markets. The campaign centered on driving visibility for ongoing updates and content releases.

The client’s goal for the 5 ½ month campaign was to increase awareness and strengthen the game’s reputation over time, including securing renewed coverage from critics through updated reviews. This required sustained outreach across multiple updates while keeping the title visible between major beats.

We structured the campaign around key game updates, announcements, and award opportunities to maintain consistent visibility. We aligned outreach with major beats, including version updates, platform announcements, livestream recaps, and awards submissions, ensuring each moment received dedicated media attention.

Our team executed a mix of news outreach, review pitching, and media kit distribution to support coverage across each update cycle. We also coordinated award submissions (for The Game Awards, DICE, BAFTA, and others), supported a live press event, and maintained ongoing communication with editors to keep Wuthering Waves active in the media between major releases.

The campaign generated more than 1,000 pieces of coverage, including 712 placements in Tier 1 outlets. Coverage appeared across major publications such as IGN, GameSpot, Variety, The Hollywood Reporter, Deadline, VG247, Dexerto, and Rock Paper Shotgun, alongside reviews from outlets including But Why Tho, VideoGamer, DualShockers, and GamingTrend.

Key wins during the campaign included an increase in Wuthering Waves’ Metacritic and OpenCritic scores through new and updated review coverage, as well as the title earning the Players’ Voice Award at The Game Awards. 

Overall, the campaign strengthened Wuthering Waves’ reputation in the Western market and reinforced its presence across key regions. Consistent coverage across updates helped us sustain momentum and support long-term visibility for the live service title.