Unity
Content strategy | Brand development | Hiring and onboarding | SEO | Developer Relations | Co-marketing | Case studies
THE BRIEF
When I joined Unity the whole gaming industry knew the business as a gaming engine; predominantly for smaller, mostly mobile games. But actually most of their revenue came from the Ads business. After acquiring a number of game dev tools and integrating them into a platform, the plan was simple: develop a new brand for the platform, which opened new doors to sell to larger studios with a higher ACV (annual contract value).
THE WORK
I was promoted from content lead for one product, to head up a new team with a much broader remit. While the platform was being developed I hired and onboarded a global content team to provide coverage of the suite of products. Other teams, such as Dev Rel and the Creative studio were also moved into my team to provide the resources necessary to develop the new brand and content strategy.
Working alongside my peers in product marketing and creative we developed the positioning, messaging, and GTM approach for the new ‘Unity Gaming Services’ brand. My team’s remit was broad including; new web build, event marketing (we launched at the GDC conference), demand gen content, SEO, sales enablement, social, case studies, workshops/onboarding, localization, and thought leadership.
When we launched, Unity was a public company so scrutiny came from all angles, but the team delivered on all fronts, driving thousands of sign ups on day one.
Key to the ongoing success of UGS was the Unity Gaming Report. I came up with the idea to launch an annual data-driven piece, drawing on Unity’s rich data across ads, analytics, server hosting and more. This was a clear message to the market that Unity was more than an engine (which was the name of a supporting campaign).
Another proud moment of my time with Unity was the Apex Legends case study. I ran the project from start to finish, including a three day shoot at Respawn Studios, coordinating co-marketing with Google Cloud, various video and written components, and a demand gen campaign targeting the top 100 gaming studios.
WHAT MOVED
The Unity Gaming Report generated tens of millions of views and became the industry's reference point for the state of gaming, the kind of asset competitors get measured against. This included pick up from various tier one media, such as MSNBC and Forbes. The Apex Legends campaign moved past visibility into enterprise pipeline, driving $6.5M in pipeline with key target accounts, in the notoriously challenging market of cloud infrastructure (where studios make 3-5 year commitments).
PROOF
1 new brand with thousands of sign ups
$6.5M pipeline for game server hosting from Apex Legends campaign
20+ tier one and trade press pick up for gaming report
Onboarded a team of 20+, fully remote