Expanded the company's audience model from a fragmented, Web3-heavy presence into a more structured, multi-channel growth system spanning community, content, email, web, and campaign activations.
The company's early marketing footprint was limited and uneven. Brand visibility outside Discord was weak, the product was still emerging, and communications were overly skewed toward Web3-led audiences on X.
To support broader game growth, the marketing model needed clearer audience segmentation, stronger channel roles, and content that could serve both community retention and new-user acquisition across Web2 and Web3 touchpoints.
The most natural converters: players already closest to the game concept, community, and product promise. Messaging here could move faster and go deeper.
Adjacent players with stronger upside if content and channel framing reduced friction. These audiences needed clearer education and better content-channel fit.
Harder-to-convert segments where awareness mattered more than immediate conversion. These groups shaped reach strategy, but not every channel should optimize for them equally.
Supported playtest coordination, information flow, live audience retention, and the most direct community surface.
Used for event momentum, broader reach, Web3-facing visibility, and amplifying major campaign beats.
Handled devblogs, announcements, CTAs, and the owned-media layer needed for repeatable reach beyond platform dependency.
Provided information structure, subscription entry points, and a more stable destination for traffic and brand context.
Supported mini-game distribution, official announcements, and engagement in a format better aligned with that audience behavior.
Moved beyond a narrow starting presence and introduced a broader communications model across Discord, X, email, Telegram, web, and supporting surfaces tied to pre-launch sequencing.
Adjusted messaging by surface: trailers and event content for awareness, devblogs and newsletters for owned engagement, and guides plus feedback flows for playtests and conversion support.
Helped shape ongoing campaign beats tied to rebranding, playtests, teasers, pre-registration, TGS, and later launch phases rather than relying on isolated bursts.
The market context was crowded and the brand needed broader recognition beyond existing community circles.
The strategy had to serve both Web2 and Web3 audiences without flattening them into the same messaging and channel logic.
The model needed differentiated content by platform without losing continuity across the broader campaign system.
Expanded the number of viable communication surfaces and used clearer channel roles to support measurable growth across Discord, X, email, and Telegram.
Strengthened owned-audience collection via web and email while creating a more prepared audience base for playtests and early-access communication.
Created stronger pre-TGS and pre-launch visibility, supported playtest onboarding, and improved campaign continuity across awareness, engagement, and future conversion phases.
Redraw the segmentation visual from your deck into a cleaner, portfolio-safe diagram.
Use a cropped timeline showing rebranding, playtests, teaser phases, pre-registration, TGS, and later launch preparation.
Show how Discord, X, email, Telegram, and web contributed different jobs across the audience journey.
Use a curated collage rather than full slides so the page feels edited and intentional.
This project demonstrates my ability to build an omnichannel growth model around a complex product, segmented audience base, and evolving brand direction. Beyond channel execution, it required audience prioritization, content-to-platform fit, and coordination across multiple campaign surfaces to create stronger awareness, owned-audience growth, and launch-readiness over time.
