Unifying PLAION’s Digital Presence to Accelerate Growth and Efficiency 

Challenge

PLAION, a global entertainment powerhouse with over three decades of history, multiple development studios worldwide, and franchises such as Metro, Dead Island and Kingdom Come Deliverance, was managing a fragmented digital estate. 

Each brand operated its own website on different platforms, creating duplicated effort, escalating costs, and slowing delivery times.  

As the portfolio expanded, this complexity became a strategic concern.  Time, effort and skills to manage a myriad of different systems, technologies and customer journeys had massive cost implications. 

PLAION’s leadership recognised the need for a foundation capable of saving cost, time and effort. 

Solution

PLAION set out to simplify its digital estate and create a platform capable of supporting growth. 

Drawing on a longstanding partnership and working with Etch as strategic delivery partner, the business consolidated more than 5 separate websites into a central deepsilver.com ecosystem, reducing duplication, lowering costs, and enabling teams to deliver at speed with essential customisation capability to honour each franchise and game brand. 

The new system, underpinned by a flexible design toolkit in Figma mapped directly to Umbraco CMS, gives content teams the ability to launch and update sites quickly without technical bottlenecks, reducing time to market and cost. 

At the same time, it preserves creative flexibility, allowing each franchise to maintain its own unique brand identity while benefiting from shared infrastructure. 

Guided by the EtchElevate™ process, PLAION engaged in structured discovery workshops, delivered iteratively through agile sprints, and built capability within its teams for long-term adoption.  This ensured the strategic programme supported immediate needs while laying the groundwork for future growth.

Impact

PLAION can now launch new websites in weeks rather than months and with far less stress and complexity. 

Operational costs have been cut significantly through consolidation, while customers enjoy consistent, professional experiences that reflect the quality of AAA franchises. This consolidation and simplification has also allowed the team to deliver higher quality output as they are not overwhelmed by unnecessary system and project complexity. 

Most importantly, the platform is designed to scale with PLAION’s ambitions, supporting future announcements and franchise expansions without the need for additional infrastructure.   

By aligning its digital capabilities with business strategy, PLAION has secured competitive advantage, reduced costs, and opened new opportunities for growth. 

This project reflects Etch’s core value proposition: helping established businesses unlock their full potential through strategic engagement and the proven EtchElevate™ process, which increases win rates, strengthens customer relationships, drives revenue growth, and reduces costs to serve. 

Anthony Musto, Head of CRM, Websites & Account Programme, PLAION