Butter Royale: Digital Creative

  • Griffin Haworth

From Q4 2020 to Q4 2021 I led community and social media for Butter Royale, Mighty Bear's flagship title, published exclusively by Apple Arcade as part of the platform's worldwide launch. I set up and ran community channels across Discord, Twitter, Instagram, Facebook, and Reddit, engaging players and growing our user base while using social to develop the Butter Royale IP through narrative copy, character backstories, and compelling ancillary content. I defined and developed the game's invitingly wholesome but sharp and humorous tone of voice to appeal to families, casual gamers, and younger players. I liaised with Mighty Bear's Art team to create striking visual content, briefing and coordinating production of social assets from 3D statics to gameplay trailers and an animated miniseries for YouTube. I produced memes to supplement our social messaging with memorable moments and shareable in-jokes to stimulate conversation around features and game news. Butter Royale was nominated for Best Battle Royale Game at the 2020 Pocket Gamer Awards.