The Cyberpunk TCG has delivered one of the most significant campaigns the games category has ever seen, setting a new benchmark across funding speed, scale, and overall performance.
Led by Weird Co in collaboration with CDPR, this was a campaign that had clear positioning, confident creative, incredible art, and a deep understanding of the audience translated into immediate traction and sustained momentum well beyond launch.
The results:
- Highest day-one revenue for a games campaign
- Highest funded TCG ever
- Most backed for a TCG ever
- Highest funded games campaign ever
- Most followed Kickstarter of all time
- Most prelaunch leads ever captured on Launch Oracle
Pulling Power Media led the paid media marketing strategy and efforts in prelaunch and continued to run all the ads for the live campaign, working closely with the Weird Co team to translate strong foundations into measurable performance. Our prelaunch intelligence product - Launch Oracle powered the prelaunch phase, enabling audience validation, segmentation, and demand building at a level that ensured launch day success was both predictable and scalable.
In prelaunch, the journey we set up prior to the Kickstarter prelaunch page existing, was that a captured lead would go through to the newly set up discord. The project had over 50% followthrough and at 120k captured emails they had a Discord community of over 63k users. To add to the records that makes them a Launch Oracle #1 in multiple categories despite some stiff competition on our platform for impressive stats.
The ads, as much as we are proud of them, did not run in isolation. The WeirdCo team did loads of work with the community, sending out Alpha Kits, livestreams, demos at conventions, content creators, press and PR coordination. I say it often. A healthy marketing mix is more than the sum of its parts and ads alone aren't a silver bullet. This team pulled out all the stops to make the rest of that mix as impactful as possible.
At PPM this is especially important as this milestone of being the Highest Crowdfunded Game builds on a clear track record. With involvement in Cosmere RPG and Frosthaven, Pulling Power Media now sits involved in the #1, #2, and #3 highest-funded game Kickstarters of all time.
Cyberpunk TCG is not an outlier as many suggest. It is a demonstration of what happens when the right game, the right team, and the right strategy come together and execute without compromise.
It's in its final few days, and as I write this it has already passed 20 Million USD and over 30k backers. For us at Pulling Power, getting to be a part of making history yet again has been a great privilege!
Follow the exciting end of this campaign here
— Kyle Puller, Director, Pulling Power Media