Lifting the Veil on Valheim’s Mistlands
Valheim’s first biome update released a year after its Early Access launch, so we had to come back with a bang. We built an in-game press room and planned a co-op adventure with the devs. The result? Overwhelmingly positive sentiment and one-of-a-kind interview content.
After launching Valheim onto Early Access as the sole marketing and PR effort, we have continued to support the game and grow its gigantic following.
With its first significant update coming one year after launch, and expectations at an all-time high, we faced a formidable challenge to bring new and old players together in the Mistlands.
Unwilling to settle for a standard preview interview, we wanted an immersive way to get press excited about Valheim again.
Cue the Mistlands in-game press room – an in-game base that the Swipe Right team built on a private media server and planned an hour-long adventure alongside the developers. The base showcased all the new weapons, armour and building pieces coming in the Mistlands update, offering journalists a chance to try them out while the developers shed light on the thinking behind each of the new items. Once the party was assembled, they embarked on a dangerous and exciting adventure to the new biome.
This creative activation resulted in top-quality media preview/feature coverage in GamesRadar, PC Gamer, Game Rant, Rock Paper Shotgun and more. This was subsequently followed by blanket news coverage, overwhelmingly positive feedback from the attending journalists, and loads of chatter about the previews on socials.
