A little under a year ago, we were given the awesome opportunity to help bring the Sniper Elite franchise to new heights by leading the PR efforts in North America for Sniper Elite 4, in conjunction with developer Rebellion and the game’s US distributor, U&I Entertainment. Leading up to the game’s release this week, we took advantage of many PR beats along the way, with a crescendo at this week’s launch and wildly successful review campaign!

The minute we found out we got to work on the iconic Sniper Elite franchise, we set our sights on creating a stellar plan of attack to garner the most coverage throughout the campaign as possible for Sniper Elite 4. This began with a hands-off first look at GDC 2016 in San Francisco, with the resulting momentum carried into E3. Following E3 we kept awareness steady on the game with feature stories, press events and other beats – with all of it leading to launch.

Across three platforms, we went wide with embargoed impressions timed to hit just before the game’s retail availability. As with similar games, we had to delicately balance the first-look press keys with the launch consumer keys – ensuring that everyone was clear on installing, updating and transitioning to the live STEAM and console versions. We also had to be careful balancing the limited number of keys with the overhwlming demand for review copies (a good problem to have!). In the end, we coordinated the reviews, lifted the embargo and the reviews started to pour in, with positive with reviews from prominent sites including IGN (8.3/10), Mashable (Positive), GameSpot (8/10), PC World (Positive), iDigitalTimes, and others.

It’s safe to say that Rebellion hit the mark with Sniper Elite 4, and we look forward to keeping the momentum high beyond launch!