Vampire Bloodlines 2

We started the ARG by developing and releasing an early access dating app to the public, which positioned itself ahead of the curve because of the fact that it used your emotional profile to match you with similar people. The dating app also served as a ‘game’ in its own way, as users were presented with daily missions to accomplish, which we developed using the Playfab technology. On Tender, users could chat with their matches, not knowing that these were in fact AI’s that we put in place using the Botpress / Mitsuku technology, allowing us to understand the meaning behind every sent message and respond accordingly.

This fake app was a success, attracting more than a thousand members. As more and more people registered, we unlocked new features - making the ARG progress. Further down the line, certain ‘power users’ were invited to an official launch party.

The Tender official launch party was streamed on Twitch for over 50 000 viewers, which was held in Los Angeles during the Game Developers Conference. Little did the attendees knowthat this whole event was a setup. Every employee of the launch party : the bartenders, the waiters, the host - they were all actors that we paid. At the end of the event, a final reveal happened where the attendees realised that something was off and vampires were roaming around the party. This culminated in the official reveal of the trailer for Vampire : The Masquerade - Bloodlines 2, the long anticipated video game.

The Tender official launch party was streamed on Twitch for over 50 000 viewers, which was held in Los Angeles during the Game Developers Conference. Little did the attendees know that this whole event was a setup. Every employee of the launch party : the bartenders, the waiters, the host - they were all actors that we paid. At the end of the event, a final reveal happened where the attendees realised that something was off and vampires were roaming around the party. This culminated in the official reveal of the trailer for Vampire : The Masquerade - Bloodlines 2, the long anticipated video game.

To increase engagement and time spent across all pages on the site, we gamified the official website through ‘quests’ that viewers had to accomplish. They could see these missions through the ‘My Account’ section of the website. It is there that they discovered their vampire rank, as well as the various rewards that they either already unlocked by playing the Tender ARG, or could unlock in the future by completing various tasks like participating in a referral system of finding hidden orbs within the website.