Paradox Interactive

 

The Challenge

  • Cities: Skylines was a first-ever attempt at a difficult genre by a relatively unknown developer, Colossal Order.
  • Paradox Interactive, a publisher known both for taking risks and for publishing unique, user-friendly games, saw an opportunity to capitalize on the genre, which had seen a few high-profile failures in recent years, including a problematic launch by the latest SimCity title.
  • Paradox put significant marketing and promotion effort behind Cities: Skylines with multiple trailers produced, community activation, and inclusion of the title as a highlighted game in its 2015 lineup, including direct press engagement at their annual media convention.
  • TriplePoint was tasked with supporting these initiatives with a full public relations campaign, including previews, high-level features, and an extensive review campaign targeting both traditional media and content creators on YouTube and Twitch.

 

The Approach

  • Paradox’s strongest evangelists were targeted by TriplePoint for a San Francisco media tour in December.
  • Colossal Order’s CEO personally presented the game to press in attendance, where she was able to tell the studio’s story, presenting the crucial “underdog” angle of the 15-person team who developed Cities: Skylines while showing some of the game’s key features.
  • This initial wave of press enthusiasm and optimism was followed by hands-on press demos at Paradox’s convention in February, which included both traditional media and several high-profile YouTube creators.
  • TriplePoint staffed and supported this convention and shared press’ observations directly with Paradox and Colossal Order.
  • Shortly before the launch of Cities: Skylines, Paradox employed a two-step embargo process, wherein permission was granted to content creators to stream the game, and to produce YouTube content, several days prior to the review embargo date.
  • TriplePoint helped to seed streaming copies with enthusiastic fans, and generate early publicity for the game among high-profile creators and outlets.

 

 

 

The Results

  • Cities: Skylines broke internal records at Paradox for the fastest-selling title ever released, with 250,000 copies sold in the first 24 hours, and over 500,000 in the first week.
  • Leading up to launch, Cities: Skylines was consistently among the top 5 games streamed on Twitch.tv, and reached the #1 slot for top-selling games on Steam.
  • 47 MetaCritic-rated reviews were issued with a MetaCritic score of 86.
  • Cities: Skylines was shared on YouTube and Twitch extensively by high-profile creators including TotalBiscuit, The Yogscast, NorthernLion, and relevant strategy channels such as Force, Quill18, and more.
  • Numerous interviews and feature articles were placed with dedicated enthusiast media including Polygon, PC Gamer, Rock Paper Shotgun, and others.
  • Cities: Skylines shattered all internal expectations at Paradox, from sales to critical reception, and has turned into a flagship franchise for the publisher, while catapulting Colossal Order into the limelight as a capable indie developer.

“I plan on playing Cities: Skylines at length…We haven’t had a city building series in forever and a lot of people want to see another one and I want to do another one. And why not do it with this game, because so far, it is fantastic. I really, really do like it.”

Sips

YouTuber, Yogscast Team

Eddiemae Jukes

Eddiemae Jukes joined TriplePoint in 2002 and is proud to be a more than ten-year veteran of the firm. Her expertise in PR ranges from consumer electronics and games to financial and education tech. She’s worked with clients including Livescribe, Nature Publishing, Electronic Arts, Yodlee and LEGO. In her role as Partner/Vice President, Eddiemae creates strategic plans, develops messaging, and provides counsel on product and corporate PR. She has spoken at industry events including Austin GDC and GCDC, and she organized the PR for Games Conference. Eddiemae holds a B.A. in communications from Stanford University.

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Andrew Karl

Andrew Karl is an Account Director at TriplePoint who has been with the firm since June 2011. Andrew brings several years of experience in both high-tech public relations and video game editorial, having co-founded and run a gaming site for two years. While honing his craft at a high-tech agency, Andrew amassed extensive experience in the areas of media and analyst relations, running social media programs and campaigns, and spearheading corporate blogging initiatives. Andrew holds a bachelor’s degree in communication from the University of New Hampshire. A rabid soccer fan supporting Liverpool FC and the United States National Team, Andrew is generally playing FIFA or enjoying a deep RPG, intense RTS, or any game involving zombies.

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Jesse Henning

Jesse Henning was born and raised in the SF Bay Area, starting his games career in non-digital form by working with Settlers of Catan. Since then, Jesse has worked in gaming as a journalist, PR manager, marketing assistant, community manager, designer, QA lead, and in-game support provider. As a Senior Account Executive at TriplePoint, he specializes in crafting messaging, strategies, and content for clients, including official press materials, website copy, and social media. He’s a rogue who likes roguelikes, a sucker for indie bundles, and wants to trade Steam cards with you.

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Quinn Wageman

Quinn Wageman is a Partner at TriplePoint where he represents various technology and interactive entertainment companies spanning all major platforms and business models. Quinn helped open TriplePoint’s NYC office in 2007 before moving for the firm to California. Additionally, Quinn has accumulated over six years of business development and B2B sales experience including browser games with Arkadium, wireless communications with NTT DoCoMo, and international trading with ITOCHU. He is a graduate of the University of Missouri International Business program, holding a dual B.F.A. and B.S.B.A. with a minor in Japanese (business-level).

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Gentry Brown

Gentry Brown is an Account Supervisor for TriplePoint, who reps consumer tech and gaming clients. Initially interested in the journalistic side of the coin (with stints at NYU’s Washington Square News and the Orange County Register) she rose to the challenge of representing clients in the ever-changing space that is technology and games, and became enamored with the fun of presenting and promoting them in a similarly dynamic fashion. After graduating from New York University in 2014 with a BS in Media, Culture and Communications, Gentry decided to head back to her native California for endless enchiladas, the ability to camp year-round, but mostly to be in the epicenter of tech culture.

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Richard Kain

Richard Kain is the General Manager at TriplePoint, with over 15 years of experience in corporate communications, product public relations, and public affairs campaigns. He provides strategy and counsel as well as corporate communications guidance to the agency’s clients. Rich previously worked as director of public relations for Vitria Technology, a publicly traded enterprise software company in Sunnyvale, and started his PR career at Fleishman-Hillard in Los Angeles. He is an active angel investor, with a portfolio viewable at https://angel.co/richardkain. Rich graduated from Haverford College in 1993 with a B.A. in philosophy and history.

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Jesse Bandeen

Jesse Bandeen is an Account Executive at TriplePoint. Although born in New York City, Jesse was raised in London, England before completing her BA in Sociology at Duke University. With her siblings and her closest friends drawn so completely into the tech world, its appeal was hard for her to resist and she was inevitably hooked. Jesse left her background in marketing for luxury goods in London and headed west towards the epicentre of the industry to work in the dynamic tech environment. In her free time she enjoys foreign TV shows, art exhibits, sci-fi films and playing volleyball.

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Justin Rende

Justin Rende is an Account Executive at TriplePoint. Born and raised on the East coast, Justin attended the University of Connecticut as an undergraduate to earn his B.A. in Communication. After working for a few years within NYC public relations agencies for pharmaceutical clients, Justin decided to follow his heart and make the journey to San Francisco to be in the center of tech and gaming. When not in the office, you’ll find Justin exploring the trails of local state parks or inside one of a myriad of virtual worlds accessed through his VR headset.

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Chris Carley

Chris Carley is the agency’s Creator Relations Manager. Chris is an avid gamer and enjoys streaming and creating content under the moniker “Tons0fun.” He started the Bay Area streamer Meetup, TwitchSF, with the goal of bringing together local streamers. Prior to joining TriplePoint, he worked in the games industry for many years and ran the AngryJoeShow gaming community

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Kate Lollar

Kate Lollar is an Account Supervisor at TriplePoint, specializing in media relations, corporate storytelling, PR and content strategy for gaming companies. Bridging the gap between public relations, marketing, social media and journalism, Kate has 11 years experience managing successful PR campaigns and communications for video games, digital media, technology and entertainment. She has been honored by the North American Press Syndicate for outstanding achievement in media relations. Kate hails from Memphis and earned a BA in Psychology from the University of Mississippi.

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Blane Humphries

Blane Humphries is an Account Executive at TriplePoint with an established background in video games, journalism, and professional communications. He began his gaming adventures in the mid 90’s with games like Westwood’s Command & Conquer: Tiberian Sun, since then ranging in taste from everything triple-A to the most obscure indies. After graduating with honors from Georgia Southern University in 2012 with a degree in Public Relations, Blane became an active member of the games industry as an editor for a gaming blog covering indie titles, and as Vice-Chair for the Atlanta chapter of IGDA. Prior to joining TriplePoint, Blane spent years working in various marketing and PR roles in representation of a range of developers/publishers.

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Eugene Evans

Eugene is a Strategic Advisor at TriplePoint providing support on business and product strategy, partnerships, and more. He brings 30+ years experience in the games industry, working for startups and large companies including EA and Viacom. He was a VP and Studio GM for EA’s Mythic studio, previously known as Mythic Entertainment and acquired by EA in 2006, and director of business development at Viacom New Media.

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Samir Mehta

Samir Mehta is an Associate at TriplePoint. A Californian in birth and spirit, Samir grew up playing outside during the day and Pokémon throughout the night. After graduating with a B.S. in Advertising from San Jose State University, Samir, decided to transition from selling newspaper ads to influencer relations and supporting PR programs for the companies he grew up loving. During his free time, Samir loves taking photos, playing RPGs, coaching the next generation of Pokémon TCG Trainers, and petting dogs, so many dogs.

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Eliana Carmona

Eliana is writer and communications professional with a passion for video games as a narrative form and a platform for human connection (as well as, you know, a fun way to kill a Friday night). She spent three years in the trenches at TriplePoint San Francisco and now resides in Los Angeles, where she splits her time between writing her novel, supporting the team as an associate, and helping scrappy, innovative tech and gaming companies to find their voice. Eliana holds a B.A. in English from Stanford University.

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