Skip to main content

Lycanspiracy: YRS TRULY x Etch Play

Trickery and social deception: How to support unusual announcements


When YRS TRULY approached us with a devious, sneaky plan to help promote Innistrad: Midnight Hunt for Wizards of the Coast's ever-popular Magic: The Gathering - we knew this was something we wanted to be involved with.

The mission? Launch a conspiracy blog about werewolves that looks so amateurish that people would believe it was created by a genuine werewolf hunter, with no web design skills whatsoever.

Amateurish, you say? No skills, you say? Naturally, our developers were well equipped for this task... [editor's note: hey!]

Lycanspiracy was born.

The process

Using our adaptable PlayCMS platform, we created a blogging site that allowed the creative team at YRS TRULY to put their plan into action. Rich blogs with media capabilities, sharing functionality to take the ruse into Twitter, and more.


"As of November 2021, the #Lycanspiracy hashtag stands at 8 million views on TikTok" - YRS TRULY

Our contribution to Lycanspiracy was a cog in a much larger machine. To encourage further activity, YRS TRULY "sent werewolves to prowl the streets of London, Paris, Rome, Berlin and Madrid. Some videos were posted on TikTok, where they promptly went viral."

"We enjoy collaborating with Etch Play because, like YRS TRULY, they focus on the gaming industry – allowing us to combine our expertise"

"Plus, they're fun to work with!"

MJ Widomska
Founder and Creative Director

The Extended Experience

At Etch Play, we help games businesses think about, plan and execute on their extended experience, which means delivering value to players beyond the traditional boundaries of a game.