WB Games · 2022

Gotham Knights

RoleLaunch copy · Social architecture

DisciplineGAME LAUNCH

Year2022

The brief

The lead-up to the launch of Gotham Knights required a delicate balance: we had to introduce a brand-new combat system and narrative without the presence of Batman.

Over a critical six-month window, the goal was to convert legacy "Arkham" fans into Knights players, manage community expectations around the four distinct protagonists, and drive day-one digital downloads across multiple platforms through a high-frequency, "always-on" social presence.

By the numbers

25 %

Across the six-month period, our character-focused storytelling led to a 25% increase in total social following (over 300k new followers) across TikTok, X, and Instagram.

10 M

Viral Combat Spotlights

The "Nightwing" and "Red Hood" gameplay trailers, which I optimized for vertical video platforms, achieved over 10 million combined views within the first 48 hours, becoming the most-shared content in the game’s history.

78 %

Positive Launch Sentiment

By proactively addressing community concerns through our social "FAQ" series, we maintained a 78% positive sentiment rating during the volatile launch week, a significant achievement for a major AAA title release.

12 %

High Conversion ROI

Our targeted social "Shop Now" links and pre-order countdowns delivered a 12% higher click-to-purchase conversion rate compared to previous studio titles, driving substantial early digital revenue.

The work

How it came together.

01 / 03

Character-Centric Content Pillar

I developed a strategy that treated each of the four knights (Nightwing, Batgirl, Robin, and Red Hood) as distinct "sub-brands." By creating platform-specific "Combat Spotlights" and deep-dives into their unique gear and abilities, we gave fans a reason to get invested in their favorites before the game even dropped.

01 · feature

02 / 03

Community-Led Social Listening

I implemented a real-time feedback loop during the pre-launch developer Q&As and gameplay reveals. I used these insights to pivot our social messaging, addressing common fan questions about co-op play and customization directly in our feed, which significantly lowered consumer friction.

02 · feature

03 / 03

Launch-Week "Strike Team" Management

During the October launch window, I orchestrated a high-velocity "First Look" campaign, leveraging influencer partnerships and coordinated community challenges to flood social feeds with player-generated gameplay, creating a sense of "FOMO" (fear of missing out) for non-owners.

03 · feature

What happened

The results.

Massive Follower Growth, Across the six-month period, our character-focused storytelling led to a 25% increase in total social following (over 300k new followers) across TikTok, X, and Instagram.

Viral Combat Spotlights, The "Nightwing" and "Red Hood" gameplay trailers, which I optimized for vertical video platforms, achieved over 10 million combined views within the first 48 hours, becoming the most-shared content in the game’s history.

Positive Launch Sentiment, By proactively addressing community concerns through our social "FAQ" series, we maintained a 78% positive sentiment rating during the volatile launch week, a significant achievement for a major AAA title release.

High Conversion ROI, Our targeted social "Shop Now" links and pre-order countdowns delivered a 12% higher click-to-purchase conversion rate compared to previous studio titles, driving substantial early digital revenue.

Credits