Eat Your Soul Out

Dark Souls III leaves a mark in the gaming world

By Erin Berkenmeier Branding Video Game Marketing June 10, 2016

Since the debut of Dark Souls III, Bandai Namco’s now fastest-selling game, it has shown no signs of decrease in popularity. With its legendary status in the making, Dark Souls III stands at over 3 million units sold with half of that sold in North America alone. In comparison to its predecessor’s first week launch, Dark Souls III is over 60% higher in sales. The game’s U.S. launch on April 12 was released for PlayStation 4, Xbox One, and PC.

Over the last month and a half, Dark Souls III has received generally positive reviews from both fans and critics. The fantasy world, action role-playing game garnered attention for its unique attributes, like the speed and fluidity of the characters’ movements, combat style, and the methodical and overall challenging nature of playing the game.

Petrol’s assistance on promoting the game and its release was built on catering to the interest of gamers in relation to the gameplay of Dark Souls III. Playing on the ambiguity and mystery of the game was in creating conversation and excitement within the community.

“Many games that were known for their difficulty have gone soft, but Dark Souls has maintained that old-school feel,” said Associate Social Media Manager Gilbert Moran. “The story isn’t laid out clearly so (gamers) get the chance to explore and be conscious.”

For us at Petrol, the advertising, marketing, and campaign planning of Dark Souls III was as much of a success as the game’s release. The work involved in promoting Dark Souls III included everything from box art to banners.

“This was one of (Petrol’s) true 360 campaigns,” said Moran. “This was really a testament to the breadth of our abilities and proved that we were able to propel a game that was supposed to be very niche to something that became Bandai Namco’s fastest selling game.”

The result of the Dark Souls III award-winning campaign was a cohesive and notably successful one. The 360 campaign includes visual identity, digital, social media, media planning and buying, events, trailers, and a complete announcement through post launch strategy.

“With the impact of the game’s success, we are now better prepared and experienced for future clients who would want a full 360 campaign,” said Vice President of Communications Patrick Cervantes.

Although Dark Souls III currently seems to be the last in the Souls franchise, creator Hidetaka Miyazaki doesn’t want to give fans false hope. In an interview with the Chinese publication GNN Gamer, Miyazaki shed some light on the future of the Souls series.

“There’s absolutely no plan right now for any sequels, spin-offs or tie-ins,” said Miyazaki. “But I can’t say for certain the possibility is 0%.

While the fate of the Souls series remains blurry, Dark Souls III continues with its rising fame. Our work with Dark Souls III has led us to an exciting stage where we can see a seemingly bright future ahead of us.

Erin Berkenmeier

Erin Berkenmeier

An avid explorer of internet culture, Erin has spent the past 6 years building successful digital experiences and creative campaigns for social media.