The Problem
thatgamecompany faced mounting challenges across several key regions. Player communities in China and Japan—two of the game’s most passionate markets—had become increasingly segmented, with localized experiences diverging from the broader global community. Compounding this was a noticeable dip in player morale, driven by a growing perception that the developer had become distant and less responsive to community needs.
As Sky approached its fifth anniversary, there was a clear need for a unifying moment—an event that could not only celebrate the game’s longevity but also reaffirm thatgamecompany’s presence, commitment, and appreciation for its global player base. SkyFest was built as a response to these headwinds: a global celebration designed to rekindle community connection, restore trust, and re-center the emotional core that made Sky so beloved.
The Solution
SkyFest was conceived as a bold, industry-first response to the challenges facing the Sky community—a synchronized, multi-format experience that united players across digital and physical spaces. Designed to operate seamlessly across China, Japan, and the global player base, SkyFest integrated in-game, in-app, and in-person activations into a single, cohesive event. It leveraged industry relationships to engage international news coverage centered around the flagship event in Tokyo, Japan, helping to build a cohesive brand narrative.
This ambitious approach leveraged new technologies in live ops, synchronized level design, and mobile infrastructure to deliver an emotionally resonant, real-time celebration for over 1 million digital participants and more than 312,000 in-person attendees.
Areas of Ownership
Finance and Regulatory Compliance
Integrated Event Programming
Team Management and Training
Business Development
International Logistics and Fulfillment
Ticketing and Revenue Projection
Project and Product Management
Localization (ZH, JP, KO)
Impact
The event was not only a cultural success but also a commercial one. SkyFest drove seven figures in event-specific revenue and helped elevate Sky’s total annual revenue into the nine-figure range. More importantly, it reestablished Thatgamecompany’s commitment to its community—reigniting player morale and reinforcing Sky’s reputation as one of the most innovative and emotionally rich titles in the live service space.
