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By Taruka Srivastava, Freelance journalist

August 17, 2022 | 3 min read

Goat Games, publisher of international mobile games based in Guangzhou, China, has rolled out a visceral ad campaign to launch its game Bloodline: Heroes of Lithas.

The free-to-play card-based RPG for iOS and Android creates generations of playable heroes by harnessing the power of bloodlines to combine the skills and powers of their predecessors.

To promote the game, a campaign film has been launched by BBH called ‘New Legends Are Born’ featuring a horned woman giving birth to a demon child. The integrated campaign was created in less than three months from the initial brief and will be amplified through livestreaming, public relations, influencer activations and touchpoint planning.

Fantasy character artist Jonah Lobe (@iamjonahlobe) and gaming video creator Daniel (@aDrive) also came together to host a livestreamed session where participants got the chance to co-create an in-game character and helped to decide the traits and powers of this heir born to different clans: the Lycan Lycanis and the Dark Elf Elzedith. Close to 4,800 ideas were contributed by the gamers during the livestream while Jonah Lobe illustrated it live, creating a new legend uniquely borne out of love between Goat Games, the two creators and the Bloodline community.

Alex Zhang, marketing director of Goat Games, said: “We were impressed by BBH’s credentials in this field, and were so inspired by their creative concept that we decided to get our developers to reflect the advertising concept in-game with a new hybrid character.

“BBH is also visionary in its brand-building approach. They got us thinking about how we could take the first step in driving fandom and building a sense of community given the rich potential of the game’s fantasy theme where traits of heroes could be combined. They encouraged us to involve our players in the co-creation and design of future legends to drive home this unique aspect of the game.”

Kelly Pon, chief creative officer of BBH China, added: “We fell in love with the game concept. There are elements of romance, fantasy, legacy, intrigue and legends to be made, all translated into a mobile game with great character traits and strategic gameplay. The IP is rich in terms of the stories we can tell, with many levers we can pull in its activation. It was immediately clear to us that it would be a fun brand to build together. Kudos to a brave client team as well, for believing in the work.”

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