From the studio rewriting the rules of animation with groundbreaking real-time digital puppetry in Unreal Engine 5, and the creators of Robot Chicken, comes a new indie game where heart meets humor and crafted chaos. Felt That: Boxing lets you play as Fuzz-E, a determined underdog on a mission to save his childhood orphanage from demolition by entering "The Tournament of a Million Punches"—it's a one-of-a-kind blend of arcade fighting combat, storytelling, and tactile artistry that took SummerGame Fest 2025 by storm.
The Felt That: Boxing team had a short-notice opportunity to debut their new indie title to an audience of over 40 million during
Summer Game Fest—but needed a pre-, during-, and post-announcement strategy, along with the critical infrastructure to support press inquires and promote Steam Wishlist adds to users.
That’s where we dug in with our partners,
Fish & Friends, to guide interested users and direct them to the Steam page or press kit—an effort that proved essential given the larger-than-life reception of the game. Audiences were not only in awe but fully captivated by how seamlessly digital graphics and natural puppet movement came together.
Here's how we did it:
