Hell is Us

Customer

NACON

industry

Gaming

year

2024-2025

services

Communication strategy

Influence

Press Relations

925

Articles and video

600K

Views

222

Distributed codes

Project Overview

As part of the marketing campaign for Hell is Us, a new action-adventure game developed by Rogue Factor and published by NACON, our mission was to build the game’s visibility amongst French-speaking media and content creators, whilst supporting the teams with their communications strategy.

In a market where every new title must carve out its own niche amongst established franchises, the challenge was to forge a strong identity around a game that was deliberately unconventional. Through strategic guidance, comprehensive press relations management and a targeted influencer campaign, we helped establish Hell is Us as one of the most eagerly anticipated titles in its category.

Challenge

Launching a new franchise is always a challenge. Without any pre-existing brand recognition, every communication must simultaneously spark curiosity, establish a unique world and build trust with both the media and players.

For Hell is Us, the challenge was twofold: to support an international communications campaign whilst ensuring a strong impact on the French market, and to convey the game’s unique qualities — its no-hints approach, its mysterious world and its artistic direction — without giving away any secrets. The aim was not simply to secure media coverage, but to create a lasting conversation around the project.

Strategy

1. Building visibility over time Rather than focusing all our efforts on the launch, we structured a campaign spanning nearly two years, punctuated by announcements, events and public statements, in order to ensure that Hell is Us remains a lasting part of the conversation.

2. Providing the right information at the right time Each key event was prepared in advance using a detailed PR plan, enabling us to anticipate the media’s needs, coordinate communications and maximise the impact of each announcement.

3. Creating high-value experiences Previews, reviews, interviews with developers and demonstrations at events: we have prioritised formats that enable journalists and KOL to experience the game in the best possible conditions and to produce high-quality content.

4. Measure, analyse and improve In addition to media coverage, we produced analysis reports seven days on and a comprehensive post-mortem to identify lessons learnt from the campaign and inform future communication strategies.

Execution

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NACON has been working with Amélie Molvinger and her team for over six years. Their professionalism, availability, and ability to adapt daily in a highly competitive sector are major assets for NACON. We are very satisfied with the work they have delivered and the press visibility NACON is now gaining in the face of other powerful players, the result of tireless efforts to highlight the strengths of the brand and its products. Thank you to the entire team.