METACORE · CREATIVE STRATEGY & CREATOR CAMPAIGN
Transforming fan frustration into active participation and deepened fandom for Merge Mansion
ABOUT THE PROJECT
Context
Merge Mansion captivated players with its mysterious storyline, but the frustrating lack of answers about Grandma Ursula’s secrets left fans on edge, eager for more. Each update sparked theories, but many felt the game was withholding crucial details.
The Opportunity
We flipped this frustration into our advantage by embracing the role of a tabloid reporter. Rather than keeping secrets, we leaned into the uncertainty, spinning every update and event into part of a larger, interactive mystery that invited fans to join the investigation.
Outcome
This approach led to a 1042% boost in viewership and a 475% increase in engagement, transforming fan frustration into active participation and fueling deeper connections with the game.
