Baldur's Gate 3 - Media, Creators & The Hobbits
Designated Comms Agency for Larian
ICO was the lead European/ROW PR agency for Larian handling Baldur's Gate 3 release (excluding FR/DE) until early 2025. This involved managig the game launches for PC, Playstation and Xbox.
Our main work areas were media, creators and contributing to marketing ideas and activations. We assisted building up awareness for the title, helped organize a media & creators event ahead of the release, managed all the review process, facilitating the immense media reception of the game post-launch.
Our work: strategy, plan, and execution
We delivered an in-person press and creators event, managed all the media relations, handled the review outreach efforts, delivered launch activations (including creator collaborations like a music video with Ginny Di or Jonathan Young).
The release of Baldur’s Gate 3’s was a critical success, managing to peak over 850,000 concurrent players on Steam two weeks after its launch.
ICO continued to work with Larian on Baldur's Gate 3 post-launch until early 2025.
Media & Creators Event
We managed planning, execution and on-site presence for a global press and creator preview event in Ghent, Belgium in July 2023 together with Larian.
With only around 6 weeks from planning to execution, ICO spearheaded a successful event featuring over 50 creators and members of the press from all over the world.
An unforgettable event that journalists and creators will always remember, with connections and bonds that still last forged during this occasion.
The event culminated in the Panel From Hell: Release Showcase “Bear Scene”
Content Creators
Larian challenged ICO to develop the strategy and execution for two content creator campaigns, the PC launch and the PlayStation 5 launch.
Internally, our strategy was to ensure that on launches day, no one could go online without seeeing some kind of content about the game.
The result was a combined 143 collaborations with contnet creators, over 10 million impressions across multiple social media platforms.
We worked with a wide variety of content creators of different genres. Due to their passion for the project and the good relations we had with them, lots of them posted a lot more than they had been committed to originally.
The collaborations included streams, cosplays, dedicated videos, all across 8 regions and languages.
They are taking The Hobbits to Baldur's Gate
Larian challenged ICO to put together a surprising activation in order to celebrate the Xbox launch of the game.
ICO Partnered with Elijah Wood and Sean Astin to deliver a dangerous BG3 session lead by Swen Vincke.
Our work on this started from the very conception, scripting, putting together the rough cuts of the video and overseeing the whole process. We also came up with the strategy for the video delivery, choosing the 24th of December, as Lord of the Rings is now a Christmas movie.
The video was published on Larian's YouTube channel first, now living on IGN's YouTube channel. Total combined views for the video were about 4M for the first 6 months after publication.