Warhammer With Impactful Press Tour

Owlcat Games, developer of Warhammer 40,000: Rogue Trader, faced a key challenge: making a strong impression ahead of their game's reveal, the first-ever cRPG in the Warhammer 40K universe.

With summer gaming events approaching, Owlcat turned to UberStrategist to create a press tour for top-tier editors, generating early excitement. The goal was to maximize visibility by aligning coverage with major events like Gamescom and PAX West, ensuring global media buzz.

To ensure Warhammer 40,000: Rogue Trader made an impact, UberStrategist executed a targeted press tour, carefully selecting influential editors in New York, San Francisco, and Los Angeles for exclusive in-person previews and interviews with the creative director, offering hands-on access to the game.

Our team handled logistics, including travel, technology setups, attendee briefs, and press kits, while syncing media coverage with Owlcat’s gamescom and PAX West announcements. For those unable to attend, we hosted virtual previews via Discord, ensuring broad reach and timely coverage.

The press tour for Warhammer 40,000: Rogue Trader delivered impressive results. We secured 15 in-person press appointments and 7 virtual sessions, giving editors from leading outlets the chance to experience the game before its official reveal. As a result of our efforts, Rogue Trader garnered 16 pieces of Tier 1 coverage from high-reach outlets, including Digital Trends, Polygon, Game Developer, Rock Paper Shotgun, and WccfTech.

This extensive coverage not only elevated the game's profile during the competitive summer events season but also positioned it as a highly anticipated title within both the Warhammer community and the broader gaming world.