DRIVING IS HARD

Case Study

DRIVING IS HARD

Client: Elegant Horse

Platforms: PC

Project: Steam Launch

Services: Influencer collaboration, key distribution, press release writing and distribution

SUMMARY

Ahead of the launch of their rage-baiting platformer Driving is Hard, Elegant Horse began working with 1UP PR in December 2024. Following the success of ‘Foddian’ titles such as its namesake Getting Over it with Bennet Foddy and A Difficult Game About Climbing, the developers at Elegant Horse were keen to get their game in front of both press and content creators.

HIGHLIGHTS

342 unique channels played the game within the first week of launch, amassing 2.3m views across YouTube, Twitch and TikTok.
Of these channels, over 10% were at least tier 2 influencers (100k+ followers).
Positive coverage from top tier creators included Sam Tabor Gaming, pokelawls and WankilStudio.
Launch press release trailer and distribution amounted to 41 articles, generating an estimated reach of 229m UMVs.
Tier 1 media coverage included IGN and Game Rant.

OBJECTIVES

Identify and collaborate with leading content creators within the ‘Foddian’ and rage-bait genres in order to reach the game’s target audience.
Rebrand the game to Driving is Hard and establish the new name amongst media and players.
Generate influencer coverage of Driving is Hard’s exclusive playtest ahead of launch.
Curate reviews from both media and content creators as part of the game’s global launch.

INFLUENCERS - ANOTHER FEATHER IN 1UP’S HAT:

Since its inception, 1UP has been dedicated to all things press and media, but there’s no ignoring the rise of the influencer in the gaming industry. Eager to offer our clients the best possible solutions to get their games seen, we made the decision to expand our repertoire and try our hands at collaborating with content creators.

With launch a matter of months away, and a new title to establish, we offered a targeted group of creators the exclusive opportunity to try out an influencer-only playtest of the game’s first few levels, available for an initial two days. While reactions were positive, coverage was mostly limited to lower tier influencers, with many restricted by schedules and short notice.

Recognising the necessity for longer lead times, when it came to January’s launch we contacted our top tier targets a few weeks in advance. Our playtest outreach and additional messages saw considerable interest amassing as launch grew closer. Using our key distribution tool and social media, we were able to generate over a hundred key requests by release day on January 31, 2025.

Day one of the launch saw top tier coverage from RobbieJ210 on TikTok, Hitesh KS on YouTube, and MasterSnakou on Twitch, to name a few. This was supported by our press release and trailer distribution to target press, securing initial coverage from tier one outlet Bleeding Cool New s. Within the first 24 hours, we had over 400k total views from influencers and 5.3m estimated reach from media coverage.

Utilising this initial success, we followed-up with target content creators and gained the interest of Sam Tabor Gaming, who went on to create five gameplay videos of Driving is Hard, and top tier streamer pokelawls. By the end of the first week of the game’s launch, nearly 350 unique channels had covered Driving is Hard, with over 2 million views across TikTok, YouTube and Twitch.

Due to the strong performance of video assets with media, we supported the announcement with a launch trailer. As a result, we were quickly able to secure video placements on both IGN and Game Rant after launch, helping us to achieve a total estimated reach of 229m in just one week.

Following on from launch, Driving is Hard has been picked up by speedrunners determined to beat records, as well as by guide channels who wish to help those who have yet to master the tricky game. While it continues to push creators to their limits, Driving is Hard was an overwhelming success for the team..