Orchestrating the Perfect Launch Strategy with Floppy Knights
Storefront
To prepare for the anticipated influx of traffic and maximize conversion rates during the Floppy Knights product launch, I managed the end-to-end overhaul of the game’s digital storefront. This project required balancing technical accessibility with the game's unique, quirky brand identity. Key components of this execution included:
Asset Management: Structured featured sections to align with the game’s primary audience hooks, ensuring high-impact content was prioritized for immediate engagement.
Visual Refresh: Curated and integrated a library of vibrant, high-fidelity GIFs and images to maintain high visual interest across the page.
Content Strategy & Tone: Developed all page copy using active, upbeat, and accessible voice to accurately mirror the game’s narrative tone and appeal to the target demographic.
Set Expectations: Clearly defined the game's genre, mechanics, story elements, and overall atmosphere, effectively reducing bounce rates by setting precise expectations for potential players.
Review Guide
To ensure a successful media rollout and maximize high-quality press coverage, I spearheaded the development of a comprehensive review guide. This project served as a critical resource for media partners, ensuring consistent messaging while streamlining the review process.
Key execution areas included:
Brand Integration: Designed the guide to visually reflect the game’s vibrant, colorful art style, maintaining brand consistency across all press materials.
Hook Strategy: Clearly identified and articulated the game’s core hooks, ensuring that reviewers had an immediate understanding of what makes Floppy Knights a unique title.
Operational Compliance: Established clear operational parameters, including embargo dates and essential press contact information, to manage expectations and ensure timely coverage.
Reviewer Support: Provided actionable gameplay tips to assist reviewers in navigating the title, directly supporting the creation of informed and accurate game reviews.
Website Refresh
To maximize the impact of the Xbox Game Pass inclusion announcement, I managed a strategic refresh of the Floppy Knights official website. This proactive effort was designed to capture and retain increased traffic, serving as a comprehensive hub for players and media stakeholders. Project components included:
Multimedia Integration: Executed the deployment of the launch trailer to ensure the latest visual assets were front-and-center for incoming visitors.
Platform Accessibility: Updated core site data to clearly communicate all available launch platforms, reducing user friction.
Brand Identity & Outreach: Structured the site to prominently feature studio history and streamlined contact pathways for media inquiries.
Press Kit Consolidation: Developed a comprehensive, self-service Press Kit containing game history, high-fidelity screenshots, award milestones, and verified quick facts to facilitate professional media coverage.
Community Engagement
In the fantastic world of indie games, community is key. This is especially true for the folks at Rose City Games, a studio that was born from the love of community! In preparation for the game’s long awaited launch, we implemented the following community engagement campaigns:
Easter Egg Hunt
Fan Art Contest
Mailing List Giveaway
Exclusive Discord playtests
Newsletter Strategy
To drive sustained momentum during the launch window, I developed a targeted newsletter strategy utilizing the studio’s segmented mailing lists. This initiative was designed to convert interested community members into active players by driving consistent traffic to our storefronts. Key project management and execution areas included:
Segmented Content Development: Executed a weekly email cadence, tailoring copy and creative assets to specific audience segments to increase relevance and engagement.
Conversion Optimization: Strategically structured calls-to-action (CTAs) within each newsletter to drive wishlist additions and direct storefront sales.
Performance Metrics & KPIs: Managed the campaign lifecycle by tracking key engagement data to inform future outreach. I monitored and reported on:
Average Open Rate: Measure the effectiveness of subject lines and brand recognition.
Average Click Rate: Gauge the success of our content and the efficacy of our conversion-driven storefront links.
Co-marketing
I worked with our partners at Xbox Game Pass and ID@Xbox to secure the following co-marketing opportunities.
Launch Trailer on Xbox owned Youtube channel
Social amplification on owned Xbox channels
2 Blog posts on ID@Xbox News
Experiential Marketing
I directed the studio’s return to in-person events by managing the end-to-end execution of the Floppy Knights booth at PAX West 2022. This high-stakes project required synchronizing physical event logistics with a simultaneous digital sales campaign on Steam to maximize brand visibility and revenue. My scope of work included:
Operational Budgeting & Planning: Directed all financial planning for the event, ensuring cost-efficient allocation of resources across design, tech, and supplies.
Booth Infrastructure & Design: Oversaw the creative direction and physical assembly of the booth, managing all A/V and technical requirements to ensure a seamless experience for attendees.
Logistics & Personnel Management: Managed the end-to-end event schedule, including the creation and oversight of employee shifts, booth logistics, and the full set-up/teardown process.
Integrated Sales Synchronization: Strategically timed the PAX West appearance to coincide with a Steam visibility round and a multi-platform sale, ensuring physical foot traffic and digital marketing efforts were fully aligned for maximum impact.