Case Study
ATMTA & Star Atlas
- Blockchain Technology, Gaming
Overview
ATMTA is the lead developer behind Star Atlas, arguably the most ambitious blockchain gaming project in the world. Built on Unreal Engine 5 and utilizing the Solana ecosystem, Star Atlas is not merely a game; it is a grand strategy space exploration metaverse with a fully integrated, player-driven economy. The project promises a “AAA” gaming experience—cinematic graphics, complex lore, and deep gameplay mechanics—powered by the ownership capabilities of Web3.
Market Position and The Challenge
At the time of our engagement, Star Atlas held a unique but precarious position in the market. They were widely recognized as the blue chip of Web3 gaming due to their high production value. However, the broader market was suffering from crypto fatigue.
- The Crypto Audience: Was hungry for updates but skeptical of long development timelines.
- The Traditional Gaming Audience: Remained largely hostile toward NFTs and blockchain integration, viewing them as scams or cash grabs.
The Destination: ATMTA’s goal was to transcend the crypto game label. They needed to position CEO Michael Wagner not just as a token founder, but as a visionary gaming executive capable of delivering a product that rivaled mainstream titles. Simultaneously, they were preparing for the launch of Project Zink, a critical infrastructure update designed to streamline the user experience and onboard the masses.
The BlockWire Intervention
ATMTA brought BlockWire on board to serve as a high-level strategic partner overseeing critical business functions. Our mandate was to bridge the divide between the insular crypto world and the broader gaming industry. We were tasked with executing executive thought leadership, managing announcement distribution (specifically for the Zink rollout), and running integrated affiliate marketing campaigns to drive user acquisition.
Strategy
The “Nexus” Approach
Our core strategy was built on the premise that Star Atlas sits at the nexus of two worlds: high-fidelity gaming and decentralized finance. Most agencies treat these as separate silos; our approach was to blend the distribution networks of both sectors to reach a hybrid audience that is larger than the sum of its parts.
We identified Michael Wagner (CEO) as the linchpin of this strategy. He possesses the rare ability to speak technically to crypto natives about tokenomics while simultaneously addressing the gameplay and production concerns of traditional gamers.
Strategic Pillars
1. Executive Thought Leadership and Narrative Control
We shifted the narrative focus from token price to industry evolution. We positioned Wagner as a thought leader who is solving the structural problems of modern gaming (ownership, server costs, economy) using blockchain as a tool, not a gimmick.
- Tactics: We curated a targeted list of high-impact distribution channels, ranging from tier-1 crypto media to influential Key Opinion Leaders (KOLs) and crypto celebrities.
- Execution: We secured long-form interviews that allowed Wagner to explain the why behind Star Atlas, humanizing the massive project and building trust with skeptical audiences.
2. The Hybrid Media Distribution Network
We utilized a dual-track distribution strategy for all major announcements, particularly the Project Zink reveal.
- Track A (Crypto/Finance): Standard wire distribution and direct pitching to crypto desks (Coindesk, The Block) to ensure the investor class remained bullish.
- Track B (Mainstream/Gaming): A highly curated approach to gaming journalism, leveraging exclusives and deep-dive access rather than traditional press releases.
3. Integrated and Affiliate Marketing
To support the top-of-funnel PR awareness, we deployed an aggressive affiliate marketing strategy. By incentivizing creators and communities already adjacent to the Star Atlas ecosystem, we turned passive observers into active evangelists. This created a groundswell of organic conversation that amplified our official press releases.
Results
By executing the “Nexus” strategy, BlockWire successfully expanded ATMTA’s visibility beyond the Web3 echo chamber, delivering quantifiable success across all KPIs.
Media Dominance and Brand Authority
We secured featured coverage in the absolute largest crypto and financial media outlets in the world. This wasn’t just mentions; these were deep-dive features that validated the company’s roadmap.
- Key Placements: Coindesk, Blockworks, The Block, TheStreet.com, MSN, and Yahoo Finance.
- Impact: This coverage solidified Star Atlas’s reputation as a solvent, serious, and building-focused company during a volatile market period.
The Venture Beat Breakthrough
Perhaps our most significant strategic win was the execution of a gaming-specific campaign for a major ATMTA announcement.
- The Win: We successfully teamed up with a senior editor at Venture Beat—a publication often hesitant to cover crypto games.
- The Execution: By framing the story around technological innovation rather than financial speculation, we landed a massive feature that placed Star Atlas in front of millions of traditional technology and gaming enthusiasts.
Wire Distribution and Organic Amplification
Our layering effect worked exactly as planned.
- Direct Distribution: We successfully distributed press releases via wire for every major beat of the campaign, ensuring 100 percent saturation of news aggregators.
- Organic Pickup: Because we had seeded the ground with affiliate marketing and thought leadership interviews, the wire releases triggered waves of organic coverage. Smaller blogs, YouTubers, and Twitter personalities picked up the wire stories and dissected them, creating a multiplier effect on our reach.
Thought Leadership and KOL Reach
We successfully placed Michael Wagner on the largest distribution channels available in the sector.
- Outcome: Interviews with top-tier crypto celebrities and KOLs generated hundreds of thousands of impressions. These appearances successfully rebranded Wagner from a crypto founder to a gaming pioneer, significantly raising the sentiment around the Zink project launch.
Conclusion
BlockWire proved that a crypto gaming company does not have to choose between a gaming audience and a crypto audience. By leveraging high-level thought leadership and a sophisticated, dual-track media strategy, we successfully placed Star Atlas at the center of the conversation for both.