Major Coverage for Roguelike Deck Builder

Unhinged Studios partnered with UberStrategist to support the debut of their first game, dev_hell. Inspired by titles like Inscryption and Griftlands, the game is a first-person roguelike deck builder built exclusively for PC.

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The client aimed to boost wishlist growth and generate awareness around demo participation in Deckbuilder Fest and Steam Next Fest. However, uncertainties around development timing presented a known challenge from the start.

We designed a flexible, multi-phase campaign focused on building press momentum around major milestones. Outreach efforts were timed around demo promotions, event participation, and wishlist pushes, with messaging tailored to highlight the game’s unique mechanics and visual style.

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Throughout the campaign, we executed media alerts, event-focused pitching, and press outreach tied to Deckbuilder Fest and Steam Next Fest. We also pitched developer interviews to help introduce the studio and build early interest in the project.

Despite multiple development delays that interrupted campaign momentum, we secured articles in 11 Tier 1 outlets, including IGN, GameStar, Destructoid, Rock, Paper, Shotgun, 4Gamer, and Automation. We also landed interviews with VeryAliGaming and That Video Game Blog, helping introduce the developers and the project to a broader audience.

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While dev_hell was accepted into Steam’s Roguelike Festival, internal delays prevented participation. Still, our outreach built early awareness and established a foundation for future visibility as development moves forward.