Kingdom Come: Deliverance II
“Kingdom Come: Deliverance II” Promotion
PLAION
Individual Title Promotion & PR
For Kingdom Come: Deliverance II, released worldwide on February 5, 2025 by PLAION, we were responsible for developing the marketing strategy for the Japanese market and overseeing all PR and promotional activities.
For the introduction of Kingdom Come: Deliverance II, a realism-focused open-world action RPG, to the Japanese market, we handled all aspects of marketing and PR.
Based on prior quantitative research, we refined our understanding of the target audience and executed an optimized set of initiatives through data-driven planning.
Scope of Implementation
Despite the strong track record of the previous title in Western markets, overall awareness in Japan remained low. To address this gap, we deployed a multifaceted promotional approach centered on building trust and conveying a strong sense of immersion.
Data-driven Strategic Planning
Given the significant differences between the Japanese market and Western markets, we conducted quantitative research to establish appropriate objectives and gain a clear understanding of the target audience.
This enabled us to develop a promotional strategy grounded in clearly defined data and insights.
Securing Effective and Sustained Media Exposure and Advertising
Starting with the release of hands-on preview coverage at Tokyo Game Show, we executed a strategic media plan aimed at driving pre-orders toward the launch period.
By focusing communication on the title’s USP, we successfully generated high-quality editorial coverage.
We also implemented effective PR activities that connected individual touchpoints into a cohesive narrative, such as consolidating information on a dedicated campaign website.
High-engagement Influencer Initiatives
We invited influencers to a closed, invitation-only area at Tokyo Game Show.
By enabling the publication of hands-on preview content, we also earned the trust of core fans who had played the previous title.
Our Role
・Market Research & Analysis: Design and execution of Japan-specific quantitative research, and development of a marketing strategy based on the research findings.
・Advertising: Execution of high-impact takeover banner advertising synchronized with editorial coverage on major game media outlets during the launch period.
・PR Strategy Planning & Execution: Press release distribution, interview coordination, and relationship building with key game media.
・KOL Initiatives: End-to-end management of KOL activities, from casting and creative direction to performance evaluation.
・Dedicated Campaign Website: Planning and supervision of a Japan-focused campaign website developed in collaboration with leading media partners.
・Events: Exhibition and hands-on demo experiences at the Czech Pavilion of Expo 2025 Osaka, Kansai.
