Saros

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Client

Sony

Year

2025

Role

+ Strategic Audit & Audience Definition
+ Insight & Campaign Platform Development
+ Messaging Framework & Launch Narrative

Brief

Drive broader commercial appeal for Saros on PS5 by reaching beyond core roguelike players.

Insight

For many console players, “roguelike” is an immediate no. Permadeath signals punishment. Repetition signals grind. But in Saros, death and rebirth mirror the protagonist’s arc, with each return developing the character and sharpening the player’s mastery. Most modern games occupy players, but few alter them.

For many console players, “roguelike” is an immediate no. Permadeath signals punishment. Repetition signals grind. But in Saros, death and rebirth mirror the protagonist’s arc, with each return developing the character and sharpening the player’s mastery. Most modern games occupy players, but few alter them.

Solution

“Come Back Stronger.” A platform built around transformation. We recontextualised the roguelike mechanics without softening them. Each return became proof of mastery, preserving credibility with genre purists while opening the game to a wider PS5 audience. The question shifted from “Is this too punishing?” to “Who will I become by the end?” Rolled out as a global 360° launch campaign with Sony and developer Housemarque.

“Come Back Stronger.” A platform built around transformation. We recontextualised the roguelike mechanics without softening them. Each return became proof of mastery, preserving credibility with genre purists while opening the game to a wider PS5 audience. The question shifted from “Is this too punishing?” to “Who will I become by the end?” Rolled out as a global 360° launch campaign with Sony and developer Housemarque.

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