Fast Travel Games CMO Brings “Midnight Walk” Deep-Dive to NG26
Andreas Juliusson, CMO at Fast Travel Games, joins NG26 Spring to reveal how the studio marketed The Midnight Walk – the clay-crafted, hybrid VR/flat adventure launched in 2025 on PS5, PC, PSVR2, and SteamVR. His talk: Real campaign breakdowns, audience splits, and lessons from the trenches of selling one game in two realities.
We asked Andreas a few questions:
Please tell us a bit about yourself and your career so far?
I recently hit my 20-year mark in the games industry — which feels pretty wild to say! Over the years, I’ve worked in marketing leadership roles at a bunch of different studios and publishers, including EA DICE, Bandai Namco, and Vivendi Games, and helped launch more than 30 titles across every major platform out there. These days, I’m the CMO at Fast Travel Games, where I get to combine my love for games with creative marketing and storytelling.
Your talk will focus on the splendid game “The Midnight Walk”. Please elaborate on what the NG audience can expect?
The Midnight Walk stands out as a truly distinctive title in several ways. Beyond the fact that it is crafted entirely from real-life clay, a defining element that shaped our entire go-to-market strategy was its nature as a hybrid title. This means the game is fully playable both as a traditional experience on PS5 and PC, and in virtual reality on PlayStation VR2 and SteamVR. As the industry moves toward more hybrid experiences, my team had to adopt a dual approach across the campaign — from defining and reaching distinct target audiences to refining our positioning, creative direction, and communication strategies. This presented the challenge of engaging both VR and non-VR players, ensuring that each audience clearly understood and appreciated the unique quality of their respective experiences.
In my session at NG26 I will share concrete case examples from The Midnight Walk’s go-to-market campaign and production process, highlighting key insights and lessons learned from developing and promoting a hybrid game.
Fast Travel Games is an established studio in the VR field, and you’re developing games as well as publish them. How are you doing in the current industry climate?
Like many game studios, we’ve experienced our share of ups and downs since Fast Travel Games was founded in 2016. The past year and the beginning of 2025 have been particularly challenging, and unfortunately, we’ve had to make some significant redundancies. At the same time, Fast Travel Games has established itself as one of the most ambitious developlers and publishers in the VR space, with 20 game launches — including both internally developed and third-party titles — over the past seven years, and several standout successes, The Midnight Walk among them.
Today, we’re confident in the project we’re currently building and proud of the strong core team of around 20 people driving it forward. Still, the lessons of the past year have made us more mindful in our spending and humble about what the future may bring.
What are you looking forward to when going to NG26 next May?
Strangely enough, even after hitting up all the big international gaming conventions, this is actually my first NG! So honestly, I’m excited for pretty much everything. That said, I always love the networking side of things — meeting people working in marketing, or those curious about dipping their toes into VR and AR. And of course… the award ceremony! Can’t wait for that part.
Session: The Midnight Walk: Marketing a Hybrid VR/Flat Game
When: NG26 Spring – May 26–29, 2026
Where: Slagthuset, Malmö
Tickets: nordicgame.com/registration
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