Builds Positive Buzz for the Launch of a Charming Bee-Keeping Sim

Whitethorn Games was preparing to launch APICO on World Bee Day, which gave the charming simulation game a natural moment to stand out. Centered on raising, breeding, and conserving bees, the game offered a warm, distinctive premise with clear appeal to several different communities.

Whitethorn wanted to reach casual gamers, LGBTQ audiences, and simulation fans with messaging that felt true to the game’s personality. Our role was to turn that positioning into positive media attention and broad awareness at launch.

We shaped the outreach around three of APICO’s strongest hooks: its environmental message, witty humor, and inviting cottagecore aesthetic. Those themes gave us different ways to tailor pitches for the audiences Whitethorn most wanted to reach.

The game’s bee-focused premise also opened the door to a more playful tone than a typical launch campaign. We leaned into that personality in our messaging and used light bee-related wordplay where it fit naturally.

We secured interviews and reviews with dozens of top-tier outlets, including Screen Rant, Gayming Magazine, and Kotaku Australia. The resulting coverage gave APICO strong visibility across the communities Whitethorn had prioritized for launch.

The game also resonated beyond those core audiences and reached a broader gaming readership. The campaign turned APICO’s distinctive identity into positive media attention for a successful and highly visible launch.