The Path partnered with Vertigo Games once again to amplify the reveal of Arizona Sunshine coming to non-VR PC and console devices for the very first time. As an award-winning franchise highly regarded in the VR space, this landmark announcement was unveiled during the Future Games Show at Summer Game Fest.

To ensure the news resonated instantly beyond the traditional VR community, our strategy focused on short-form video to capture the attention of zombie game fans, co-op enthusiasts, and general gaming audiences across TikTok, Instagram Reels, and YouTube Shorts. We curated a mix of genre experts and industry news creators, even integrating creator dog cameos to highlight the game's companion, 'Buddy'.

To maximise the impact of the reveal window, we focused on creators with strong cross-platform presence. This allowed us to drive immediate organic discovery on Reels and Shorts while simultaneously executing a targeted paid boosting strategy via TikTok SparkAds, delivering an high-volume awareness campaign.

Results at a glance:

• 5.4M total views.

• 4.7% engagement rate on YouTube Shorts.

• 2.0% engagement rate on Instagram Reels.