Videogame marketing company Trap Plan is taking heat for a marketing campaign that saw roughly 100 "organic-style posts and comments" made on numerous subreddits, which were formatted in such a way that "most players didn’t even realize they were part of a marketing effort." And it probably would've stayed that way, except Trap Plan CEO Pavel Beresnev spilled the beans, not just one but twice, on his company's website.
"We published over 40 posts across major gaming subreddits such as r/pcmasterrace, r/PlayStation5, r/Mecha, and r/gaming," Beresnev wrote in a now-deleted February 2025 update (via the Internet Archive). "Each post was tailored to the tone and culture of its community. The content varied from short clips and GIFs to 'I found this game…' discovery-style posts, screenshot threads, and light discussion prompts about tactical mech combat and movement mechanics.
