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.

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."

Read more about the wider Lycanspiracy campaign on YRS TRULY's website.

Collaborating with Etch Play

"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


Inspired by conspiracy theory cork-boards, loaded with strings and polaroids, the blog looked like the work of someone who had seen a half-human half-wolf hybrid and jumped straight on Wix.com. Never mind the werewolves - for our design experts, the scariest thing here was some of the aethestics.

But sometimes, to support the weird and wonderful world of games, we need to work with and generate marketing ideas that are also weird and wonderful, and Lycanspiracy is a brilliant example of that. And yes, some clever people on Reddit figured it out pretty quickly. But this trick was also a treat, and a valuable part of a far-reaching campaign that generated interest in Innistrad: Midnight Hunt for thousands of engaged readers and fans.

Lycanspiracy site images

At Etch Play, we help games businesses to strategise and grow - whether they're already well established, starting something new, or going through a period of change. But we can't help you if you're turning into a werewolf.

To find out more about how we can help you, get in touch.

Get in touch