Cult of the Lamb is a roguelike video game published by Devolver Digital. The game was released on 11 August 2022 across all platforms. The paid media strategy was focused on amplifying launch and positioning the title as a premium, must-buy IP. The campaign utilised all core social channels alongside key endemic environments such as IGN, PC Gamer, Gamesradar, Kotaku and PC Gamer to drive large-scale awareness in the US market.
We also activated first party spend to ensure we had presence on the Sony Store, a key channel for delivering both awareness and purchases. Cult of the Lamb received generally positive reviews from critics upon release, with praise directed towards its gameplay and replay value. It received three nominations at the 19th British Academy Games Awards, including Best Game.