Alex Hayter

Alex Hayter

Games Marketing Guy

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Chivalry: Medieval Warfare

I was responsible for post-launch product & brand management of Chivalry. During my time we saw the game’s highest ever player concurrency numbers.

Achievements

Attracted 360,000+ new Steam Hub members. Increased membership through in-game promotion of the hub, including new cosmetic unlock incentives.

  • Oversaw Steam branding redesign (with designer + character artist)
New
Old

Oversaw PS4/XB1 release marketing

  • Working with Activision’s marketing department I oversaw and approved the creation of promotional content for Chivalry’s launch on consoles.
  • New trailers were produced and highlighted in Xbox and PlayStation stores.
Console launch trailer

Ran unique sale events

On PC, I introduced unique new Sale events with special branding to grab attention and give older players a reason to come back.

The Peasants’ Revolt

  • Came up with idea to allow players to temporarily play as peasants, wielding wooden weapons instead of swords – then marketed it as a special annual event (with ironic action movies posters)

Chivalry Community Fest

  • Responsible for concept for new content update and Steam Free Weekend that included a trailer and mini site
Special event website I produced with work from our web designer

Cross promotions

  • Arranged game content cross promotions with PAYDAY 2, Depth, Killing Floor 2 and Rocket League (i.e. own Chivalry to unlock exclusive content in another game, vice versa)

Influencer relations

  • Worked with Polaris/Maker to turn their influencer’s logos (Yogscast crew, Brotato, various others) into in-game wearable emblems on characters. During a tournament between their talent, they could all wear the emblems while playing – highlighting the game’s customization store to players as a result.
  • Established relationships with influencers to continue postlaunch organic coverage of Chivalry and its DLC
Brotato Emblem

Related Projects

Spongelab

April 14, 2012

Ongoing work + future projects

April 14, 2019

IGDA Toronto

April 14, 2013
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