Solving the marketing mystery of Loop Hero

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Devolver Digital’s Loop Hero is described as an “endless” role-playing, roguelike, and deck-building game. The title doesn’t explain its mechanics, so players discover them over time.

So when it came time to promote this unusual game, Devolver Digital marketing manager Robbie Paterson found himself with a problem. How could he and the ad team tell customers what the game is when the game goes out of its way to not do that?

“When we wanted to promote this game there was a real sense that we wanted people to feel the way we felt when we

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