"The content varied from short clips and GIFs to 'I found this game...' discovery-style posts, screenshot threads, and light discussion prompts about tactical mech combat and movement mechanics," explained the CEO. "We avoided direct promotion and focused on native conversation formats. Players discussed the game naturally - asking questions, comparing it to Titanfall and MechWarrior, and sharing opinions about tactical mechanics."
"According to Beresnev, in order to make the posts feel "authentic," the team played the game, recorded footage, and posted about what they had played. "This created a steady stream of credible, varied content that matched Reddit's organic tone," said Beresnev. After sharing some stats about the campaign's effectiveness, the CEO concluded the post by saying, "Most players didn't even realize they were part of a marketing effort.""
Trap Plan admitted to using multiple Reddit accounts to promote WarRobots: Frontiers, creating over 40 posts across subreddits including r/pcmasterrace and r/PlayStation5 to generate organic visibility before a Twitch activation. The campaign used varied content types — short clips, GIFs, discovery-style posts, screenshots, and light discussion prompts focusing on tactical mech combat and movement mechanics. The team played the game, recorded footage, and posted about their playthroughs to make posts feel authentic while avoiding overt promotion and instead fostering native conversation formats. The company later removed the marketing write-up from its site, though an archived copy exists.
Read at Kotaku
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