Cozy Fantasy Game to Life at GDC

Windup Games asked UberStrategist to produce themed swag bags to promote Hela, a cozy fantasy game about a kind witch and her brave mouse familiars. The swag bags were to be distributed at an Xbox press event and the IndieMediaConnect showcase during GDC.

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The goal was to capture the warmth and charm of the game through physical items that would leave a lasting impression on the media and encourage coverage.

We worked with a trusted partner to identify cozy, whimsical items that aligned with the game’s aesthetic. To personalize the experience, each bag included a parchment note and an envelope with a game key to add a personal touch that reflected the game’s tone.

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The final kit featured a brass mouse figurine, mousepad, multiple character stickers, and a branded tote bag. Despite last-minute changes, we kept the production on track and ensured timely delivery to our hotel for same-day distribution at the Xbox press event.

We produced and delivered 60 swag bags on time, all ready for handoff before the first member of the press arrived. The items helped capture the spirit of Hela and elevated its presence across multiple GDC events.

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Following the event, Windup Games requested an additional shipment of mousepads, and we coordinated the return of all leftover items to Sweden. Despite tight constraints, the campaign achieved its goal: a thoughtful, charming touchpoint that brought Hela to life for attending GDC media.