Client
Duration
Jul 18, 2025
#
Branding
From underground hype to global launch dominance
A coordinated creator campaign that turned pre-launch anticipation into one of the most talked-about shooter releases of the year.
About the campaign
Arc Raiders had the game. They needed the world to know it existed — and care enough to wishlist it before it even launched.
Arc Raiders came to Xercus® with a clear problem: incredible gameplay, zero mainstream awareness. The extraction shooter space is crowded and the audience is skeptical. They don't respond to ads — they respond to creators they trust. Our mission was to build a pre-launch creator ecosystem that would make Arc Raiders feel like the most anticipated shooter in the community before a single review was published.
Challanges
Breaking through in the extraction shooter genre means competing with titles that already own the community's attention.
The extraction shooter audience is fiercely loyal to existing titles. Getting them to care about something new required more than awareness — it required genuine creator enthusiasm. We needed voices who actually played the genre, not just gaming generalists with large followings. The brief was tight, the timeline was tighter, and the margin for a mismatched creator was zero.
Summary
Arc Raiders entered launch week as one of the most wishlisted shooters on Steam — driven entirely by creator momentum.
Xercus® identified and activated 14 mid-to-large tier extraction shooter specialists across YouTube and Twitch. Every creator was briefed with gameplay talking points that felt organic, not scripted. The campaign generated 4.2M views in the first 72 hours, pushed Arc Raiders into Steam's trending section, and delivered a ROAS that exceeded client projections by 60%. The community didn't just notice — they showed up.
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