Our Work, Case Study:
Undeads Games
Piviot to Steam, Sold out first Mint, Global Launch, Surviving Web3 Bear Market, Token Launch
Steam, Web3, Telegram, iOS ++
Paid media, influencers, Twitter Spaces, AMAs, podcasts, community building, ambassador programs, partnerships & web3 tactics
Undeads Games was built as a connected ecosystem of Web3 and Web2 zombie games, designed to grow beyond a single launch or market cycle. vMarketer led the marketing strategy across brand, community, creators, paid acquisition, partnerships and Web3-specific channels, helping the project maintain momentum through one of the toughest periods in the crypto market.
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The result was a sold-out first mint, sustained community growth, successful launches for Undeads Rush and Undeads Viral, and a strong foundation for the UDS token launch and flagship Web2 game release.
Key Art & Creative Planning
From initial brief and artist sourcing through collaboration, production and final delivery.
Marketing Key Art Concept & Composition
Marketing Key Art Artist Sourcing & Production
We translated the game’s IP into a clear visual direction for the wider brand. Early sketches established the composition, characters and layout, while also planning how the final artwork could be adapted across Steam capsules, display ads, user acquisition creative and other campaign assets.
We sourced an artist whose style matched the game’s evolving direction, moving away from the earlier Web3-cartoon aesthetic toward a more mature extraction-shooter look. We managed the collaboration from brief to final delivery, keeping stakeholders aligned and the production process moving smoothly.
Paid Games Advertising
We test and refine creative, messaging and formats to improve click-through rates, grow Steam wishlists and drive Discord community growth. The examples below come from campaigns run across multiple releases and lifecycles.
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Video Game Advertising Across Meta, TikTok & YouTube
We developed paid creative for YouTube Shorts, TikTok and Meta, testing a wide range of concepts, formats and visual styles across different stages of the campaign.
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Our role covered the full creative process, from ideation and briefing through to production. We created concepts for animation and rendering teams, captured gameplay, coordinated KOL recordings, produced deliberately low-fi iPhone-style content, and experimented with AI-generated clips where they suited the idea.
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The goal was to avoid relying on one creative formula. By testing CGI, gameplay, live-action, creator-led and native social content, we could learn what audiences responded to and continually refine the paid advertising mix.
Development Guidance
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Improving the game through market insight, player feedback and hands-on development experience
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We work alongside development teams to help shape features, systems and content around what players actually respond to. That means looking beyond marketing and into the product itself, identifying where changes to gameplay, progression, UX or content could make the game more competitive and more appealing to its target audience.
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Our recommendations combine hands-on game development experience, player feedback, behavioural data, competitor analysis and market trends. Rather than relying on opinion alone, we look for signals that show where players are engaging, dropping off, getting frustrated or asking for more.
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This can lead to anything from new gameplay features and progression systems to changes in maps, weapons, onboarding, rewards, UI or LiveOps. The goal is simple: continually improve the product so the game and the market are better aligned.
Undeads Rush expanded the wider Undeads ecosystem with a faster, more accessible zombie survival experience built around racing, combat and progression. Players race through destroyed environments, eliminate zombies, collect and upgrade vehicles and weapons, and compete for positions on daily and monthly leaderboards.
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Our role covered the growth side of the game from launch onwards, including user acquisition, paid advertising, campaign creative, Discord community management and LiveOps planning. Marketing was built around the gameplay loop rather than treated as a separate layer, giving us multiple hooks to work with across competition, progression, rewards, vehicles, weapons and zombie destruction.
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We also planned marketing around the game's ongoing content cycle. Seasonal events, leaderboard competitions, new equipment, upgrades and rewards created recurring reasons to bring players back, while giving paid and organic channels fresh content to promote.
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This allowed Undeads Rush to operate as more than a one-off game release. It became another acquisition and engagement point within the Undeads ecosystem, capable of introducing new audiences to the brand while giving the existing community more reasons to stay active.
Game: Undeads Rush
Undeads UEFN Prototype
We began prototyping an Undeads experience in UEFN as a way to extend the brand beyond its existing channels and reach new audiences inside the Fortnite ecosystem.
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The idea was not simply to recreate the core game. The prototype explored how the Undeads IP could be adapted into a more accessible, shareable experience built around quick gameplay loops, zombie combat and replayability.
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From a marketing perspective, UEFN also created another potential discovery channel for the brand, giving us a way to reach players who may never have encountered Undeads through Steam, Web3 or traditional campaigns. It was an early example of using game development itself as part of the wider audience-growth strategy.
"Ash has done some amazing things for us. He’s kept our community engaged, guided many cross-discipline teams and improved how marketing interfaces with the various companies. His knowledge of the games industry and how to acquire new users - and keep them - is just incredible.
He’s my right hand man helping to drive the Undeads brand to new heights"
Leo Kahn
CEO, Undead Games / Suzeal