01Release date
“Gotham will always need its heroes.”
The March announcement opened on the city, then “Suit up” moved the reader toward the adventure and the date.
Make the date stick
← All work08 · Game · 2022
Gotham
Knights
Release dates, preorder offers, launch posts, and live updates. Copy that gave players the information they needed at each stage.
10M+
Gameplay spotlight views in 48 hours
Client
WB Games
Role
Launch and live-content copy
Discipline
Launch posts and player updates
Year
2022
Sc. 08A · The briefFour heroes. A changing launch job.
The idea
A release date, a preorder, a launch day and a live update are four different jobs.
I wrote and published across the Gotham Knights release cycle. The information changed as players moved from considering the game to playing it. An update post needed to explain what had arrived and why a returning player might want to try it.
Four published posts show the range: a release-date announcement, a preorder offer, the launch-day message, and a live update. Each needed a different amount of information and a reason to follow the link.
// Name the hero
Name the hero,
give the reason to watch,
and leave the footage alone.
Nightwing and Red Hood each got a gameplay spotlight, and together they drew more than 10 million views in the first 48 hours.
The copy’s job around them was small and exact.
Sc. 08B · The workLaunch posts · Preorder offer · Player updates
Four posts,
four jobs.
The posts used a consistent voice, with the details changing to match what players needed that day.
The launch cycle
Four documented posts · Supplied campaign media
02Preorder
“Ride into the Knight.”
Campaign language tied to the Batcycle, followed by the exact offer: the 233 Batcycle skin.
Make the offer clear
03Launch day
“Step into the Knight.”
Shorter copy in the present tense, with room for the launch media to carry the excitement.
Make it now
04Live update
The Kelvin Incident.
The update’s name first, then its availability across all platforms, then the new levels and rewards.
Give a reason to return
01Announcement to launch
From an announcement to something available now
“Gotham will always need its heroes” opened the March release-date announcement. For the preorder post, “Ride into the Knight” connected the campaign’s language to the Batcycle, followed by the exact offer.
By the October 21 launch-day post, the writing could be much shorter. The March post announced one date. Launch later moved up four days, and the launch-day post went out on the new date without making the change the story.
What it delivered
+28%
preorder-link click-through on offer-specific posts
02Live content
Answering returning players quickly
The Kelvin Incident update called for more information. I led with the update’s name and made its availability across all platforms clear, then pointed to new levels and rewards.
Existing players could understand what had arrived before deciding whether to follow the link or reopen the game.
What it delivered
78%
positive sentiment during launch week, held with a social FAQ series and real-time replies
03Character spotlights
Name the hero.
Leave the footage alone.
Nightwing and Red Hood each got a gameplay spotlight. The copy around them named the hero, gave the reason to watch, and stepped out of the way.
What it delivered
10M+
combined views in the first 48 hours
04Six months
An audience that kept growing
Over six months, the game’s social audience grew across TikTok, X and Instagram, alongside the launch and live-content posts.
What it delivered
300K+
followers added in six months, a 25% increase
Into Gotham
Key art and stills
Sc. 08C · By the numbersLaunch and live content
What the players did next
10M+
Combined views
Nightwing and Red Hood gameplay spotlights in the first forty-eight hours.
Audience growth
25%
Social-audience growth in six months, 300K+ followers
Positive sentiment
78%
During launch week
Preorder click-through
+28%
Higher preorder-link click-through on offer-specific posts
Sc. 08D · Inside the caseTrailer and key art
Watch
Cinematic launch trailer
Production credits
EngagementLaunch and live-content copy
DisciplinesLaunch posts · Preorder offer · Player updates
CollaboratorsWB Games campaign teams
Year2022
Next · Sc. 09 · Game · 2022 to 2024
MultiVersus
WB Games / Player First