High-Impact Events With Real Tanks

Wargaming enlisted UberStrategist to support the North American launch of World of Tanks: Mercenaries, a major rebrand and expansion of its popular console title.

In addition to media relations and strategic planning, the client wanted to make a bold impression through experiential launch events in key markets. Our goal was to drive hands-on preview coverage from top-tier outlets while generating strong buzz through immersive, thematically relevant events for press and influencers.

We planned and executed two high-impact launch events ahead of the game's release, carefully selecting venues in major U.S. cities to support a memorable and on-brand experience. Each event featured real tanks to tie into the game’s theme, delivering an unforgettable, immersive environment for attendees.

Our itinerary combined gameplay sessions, interviews with developers, and thematic activities that reflected the Mercenaries’ tone. UberStrategist handled every detail—including travel coordination, press invites, and on-site support—creating a seamless experience for 24 attending press and influencers across both events.

The experiential events stood out for their creativity and execution, generating excitement among attendees and the media. Top-tier coverage followed from outlets such as Digital Trends, Paste Magazine, Shacknews, Hot97, Bleeding Cool, The Chive, and ComicBook.

By combining immersive experiences with strong media access, the campaign built significant pre-launch buzz and positioned Mercenaries as a bold new chapter in the World of Tanks franchise. The event left a lasting impression on both press and content creators, and together, the coverage generated roughly 410 million impressions.