We worked with Edmund McMillen and Tyler Glaiel directly to their bizarre cat-breeding simulator Mewgenics into the world after nearly 11 years of dev time.

The game's long development history and Edmund’s indie edgelord reputation, we knew the strategy couldn't just be about nostalgia it had to be about momentum and showing people something brand new.With 70% of the player base expected to overlap with Isaac’s 10 million fans, our goal was to turn that core fanbase into a global megaphone whilst identifying a tonne of new players.

We held international press previews ahead of launch, and then for review-stage, launched a dedicated Discord server for top-tier journalists. This allowed them to theorycraft and report bugs directly to Ed and Tyler, who patched them in real-time (lol) and the whole thing fostered a sense of ownership and positive sentiment before the first public review even dropped.We managed a gauntlet of 30+ podcast and stream appearances (including Dropped Frames) to build gradual hype with Edmund as a guest

We purposefully kept to a launch day embargo for creators, and curated a list of 700 highly relevant global influencers (roguelite/tactics specialists). We didn’t want total "variety" streamers who would play for an hour; we wanted the obsessives who would explore the 1,200+ abilities and 950+ items.We set press embargo for 4 days before launch and had 80 reviews score the game at 92 on Metacritic!Results

• Of our 700 curated targets, 554 responded with interest (79%). Within 48 hours of launch, 470 converted into organic coverage.
• Additional targeting led to 2,000 influencers going live
• We secured 54 OpenCritic reviews and 53 Metacritic reviews
• 115,000 Concurrent Players (CCU) on Steam, making it the top non-F2P Steam game of February 2026.
• The organic surge resulted in over 1 million copies sold in the first week, generating over $40m in revenue.
• While we only directly placed content with a small fraction of creators, our strategy ensured that 84% of the total global viewership came from creators we had personally cultivated.

By securing 470 organic creators through strategic PR rather than paid placements, we generated an estimated £1.2m in earned media value. The truth is? We don’t care about any of this.

We’re writing this for c-suite people do do their due diligence but let’s be real for a sec, we worked with our favourite developer on one of the best games ever made, someone notoriously anti-PR, and we did it in the most organic and DIY way ever. That’s the reality! We loved working on Mewgenics. Loved it! (