Classic TTRPG’s Transmedia Expansion

When it first launched in 1991, Vampire: The Masquerade defined a generation of tabletop RPGs. Decades later, White Wolf Entertainment partnered with UberStrategist to support the release of the fifth edition, V5, and a new wave of transmedia projects based on the beloved IP.

With multiple products launching—including the updated RPG, a documentary, and several licensed tie-ins—we needed a cohesive campaign to reconnect with longtime fans while introducing the IP to new audiences. 

We positioned V5 as the foundation of a franchise revival, crafting messaging that honored its legacy while highlighting its evolution. Our campaign launched with a behind-the-scenes exclusive on Polygon’s tabletop gaming vertical to anchor attention among genre fans and press.

From there, we rolled out targeted outreach across gaming, horror, lifestyle, and pop culture media. Messaging focused on the IP’s cultural influence and cross-medium relevance, with tailored pitches for the documentary and other licensed products that rounded out the campaign’s impact.

The campaign earned strong, cross-vertical media coverage and reestablished Vampire: The Masquerade as a cultural force. Highlights included placements in top-tier outlets such as PC Gamer, Kotaku, Geek & Sundry, Geek.com, Dread Central, Bleeding Cool, and Bloody Disgusting.

The Polygon exclusive set the tone early, helping build anticipation for V5 while creating space for the wider transmedia slate to gain traction. This wave of positive press reenergized the brand and gave White Wolf a strong platform to grow its audience and media presence across multiple formats.