In May 2018, Mundfish quietly released the first trailer for their adventure FPS Atomic Heart, gleefully perplexing the masses with tango-tinged, alt-Soviet robo-zombie mayhem. To build on this buzz as much as possible, the team quickly realized that they needed a partner to help them start selling pre-orders as soon as possible, to grow their user community and deepen their development fund as they continued to build toward their first alpha release.
Mundfish announced their first project in April 2018, Soviet Lunapark VR — a VR-driven adventure FPS that occupies a similarly eerie, tech-horror world to the one featured in Atomic Heart. Although developed simultaneously, Soviet Lunapark VR’s earlier release made it the testing ground for both games’ warped visuals and immersive gameplay mechanics.
The combined five-person team integrated an array of pre-order options for PC gamers into Mundfish’s existing Atomic Heart website, with more digital premiums and exclusives offered with each successive pack. This custom-tailored approach enabled Mundfish to fully activate the sales potential of their recent word-of-mouth and gaming industry coverage in order to build greater player equity — in other words, to turn buzz into business.
Technical specs of the integration included:
The buzz that was started by Atomic Heart’s first trailer has been an invaluable commodity, a rare spike in attention that’s never guaranteed for an emerging title from a relatively unknown studio. Mundfish knew to seize on the opportunity that it created — and through their partnership with Xsolla, have effectively transformed this momentum into stronger pre-launch user acquisition, vital development resources, and even greater anticipation for the game’s genre-bending action.
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