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Get in touchPlay’n GO: Launching Book of Dead GO Collect
The Ask
Place the game in front of players across key markets, including the UK, Romania, Spain and Finland. We needed to secure real-editorial coverage from trusted global and local affiliates to build momentum and sustain visibility pre-, during and post launch. As specialists in regulated gaming environments, Square in the Air understood both the affiliate ecosystem and the compliance demands of running multi-market campaigns across international iGaming territories.
The Idea
Eight affiliate partners. Six markets. One rule: every piece of coverage had to say something different.
We activated leading global platforms and high-authority local-language destinations, combining game reviews with editorial interviews that each took a distinct angle. Design. Sound. Maths. Features. Mechanics. Every interview explored something new, so the coverage felt like a conversation rather than a campaign.
Most went live before launch to build anticipation. Selected post-launch pieces extended the window once GO Collect was in casino lobbies, keeping it visible as new titles arrived around it. Coverage landed across Big Win Board, OLBG, Slots Calendar, BeTragaperras, Slotsoo and Demo Slot.
The Output
Eight affiliate partners activated. Six markets and languages covered. A collective monthly player reach of more than 3.9 million.
In the weeks following launch, Book of Dead GO Collect was confirmed as the most successful release in the history of the Book of Dead franchise. Square in the Air's multi-market affiliate campaign made sure that record was broken.
8
leading affiliate partners activated
6
target markets and languages covered
3.9m+
collective monthly player reach
