AFK Journey as a Top Mobile RPG

Prolific Chinese developer and publisher Lilith Games enlisted UberStrategist to secure press coverage for the launch of AFK Journey, the sequel to their hit AFK Arena. The six-month campaign aimed to generate buzz, drive pre-registrations, and sustain momentum up to release.

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After launch, Lilith Games returned for a two-month campaign focused on celebrating success and promoting the first seasonal content update.

We built a targeted press list and ran pitching waves around AFK Journey’s reveal, beta, release date, and launch to secure previews, reviews, and guides. To drive visibility, we partnered with IGN for exclusives and trailer placements across its site and YouTube.

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Post-launch, we pitched interviews and coverage around AFK Journey’s Google Play and App Store “Best Game of 2024” wins and The Game Awards nomination, while also supporting announcements such as end-of-year accolades and the first seasonal content update.

We secured extensive coverage across top-tier gaming and mobile outlets, including Eurogamer, Gaming on Phone, MMORPG, PC Invasion, Pocket Gamer, and Siliconera. Multiple exclusive trailer placements on IGN further boosted overall visibility and excitement.

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Post-launch, we secured in-depth interview features with Pocket Gamer and Pocket Tactics, along with widespread coverage of AFK Journey’s major announcements. Together, these combined efforts elevated AFK Journey into the spotlight and sustained its momentum as one of the most talked-about mobile RPGs of the year.