How VOID Interactive amassed 5m hours watched for their shooter game ‘Ready or Not’
VOID Interactive's first game Ready or Not was a chart topper, garnering 1.5 million views on Twitch during the first 24 hours after launch. It wasn't a fluke. The small remote team at VOID Interactive had many factors working against them but a successful creator launch campaign propelled their game to become one of the most watched titles in the world last year.
In 2024, Ready Or Not is up there with the top first person shooter games in terms of popularity as the developer continues to roll out upgrades and updates.
VOID Interactive's marketing head, Behrad Sabet, sat down with Lurkit to talk about Ready Or Not's stellar launch and the company's direction in the future. With 12 years of experience in marketing under his belt, Sabet believes Ready Or Not was successful because it's just a great game. According to Sabet, no amount of marketing is enough when you don't have a good product.
“From a commercial, marketing, and brand point of view, Ready Or Not was a massive success," he says. "Just seeing us up there, a self-publishing indie studio, with AAA games with huge established developers and publishers is great. You don’t see that often.”
Goal: With only a small team, VOID still aimed for AAA level visibility. After being in early access for almost two years, Ready Or Not had already reached a niche audience that lived and breathed FPS. However, the developer aimed to dominate Twitch and Steam charts and form a solid footing in the shooter genre with its first title, Ready Or Not.
Sabet says: “Our main goal was making this burst, but if you go for the burst, then I want to make sure that for these 24 hours, we have a AAA level of visibility. Therefore, you need to get in the top 5 categories of Twitch.”
Challenge: While Sabet firmly believed that working with the creators was the best way to go about this strategy, he had his qualms. Connecting with the right creators who would be willing to work within the budget, considering the tight timeline, was the biggest
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