Context
Dauntless was the first game to launch on PlayStation 4, Xbox One, and the Epic Games Store with full cross-progression and cross-play. We added Nintendo Switch and next-gen consoles (PlayStation 5, Xbox Series S, Xbox Series X) to maintain our commitment to publishing Dauntless as free-to-play on every platform.

My Role
Originally joining the Dauntless Publishing team as a community manager, I transitioned into the role of Marketing Manager and eventually became a Senior Marketing Manager, leading a cross-functional team of 10+ people.

I worked on the strategy and execution across the marketing funnel and was accountable for a budget of $3m.

Additionally, I brought my community background to the forefront of our marketing, prioritizing player-first activations like the Dauntless Partner Program, Prime Gaming (Twitch) rewards, and spearheading the creation of a player test realm (PTR).

Approach
Position Phoenix Labs as the first company to prioritize the ability for players to enjoy gaming with their friends, no matter the platform, while committing to never being pay-to-win.

Results
Our in-house marketing and publishing team successfully grew the Dauntless player base from 3 million players to 33 million players over three years.