Summary
Atari's latest podcast episode features a lively discussion about the marketing strategies behind the launch of "Bubsy 4D," which is now available across multiple platforms. Host Jason Polanski is joined by an eclectic mix of guests, including Sam Roberto, Atari's social media and influencer manager, asset manager Shahrukh Faridi, and Fabian Rastifer from Fabraz, the game's development team.
The team detailed the game's journey from announcement to release, revealing insights into the character's redesign and the marketing campaign that accompanied it. They highlighted how they leaned into Bubsy's humorous legacy while aiming to respect long-time fans. The marketing approached the character with a self-aware humor, poking fun at past iterations of Bubsy while emphasizing the quality of the new game.
The reveal at Gamescom 2026 was a significant moment for the team, generating a mixed but ultimately positive reception. The marketing team reported that the playable demo received enthusiastic feedback, leading to a shift in public perception about the game's quality.
One standout marketing tactic discussed was the viral "Bubsy Paws" campaign, which creatively raised funds for a wildcat sanctuary while also tapping into fans' affection for Bubsy's character. Additionally, the podcast unveiled plans for a "Nine Lives" campaign, featuring humorous social content showcasing Bubsy in various scenarios, including yoga and band practice.
The podcast also shed light on the unique promotional efforts involving influencer partnerships, including the use of VTuber models to engage creators and streamers, further broadening the game's reach.
In a light-hearted segment, the team discussed the creation of a Bubsy fursuit, which was worn at promotional events. Despite the challenges of donning a fursuit in warm conditions, the engagement from fans was described as an exhilarating experience.
As the episode wrapped up, the team emphasized their commitment to ensuring "Bubsy 4D" was fun and genuine, encouraging listeners to play the game and share their experiences.
Show Notes
You've heard a lot about Bubsy 4D since it was announced back at Gamescom Opening Night Live 2026, but have you asked yourself, "how?" Or "why?" Or "who?" If you had any of these questions, then this episode is specifically for you! I've gathered some key folks involved in getting the word out, including Sam Robertell (Social Media and Influencer Manager), Shah-Rukh Faridi (Asset Manager), and Fabian Rastorfer (Head of Marketing at Fabraz). We walk through all levers pulled to get the word out, including trailers, social media, BubsyPaws, and, of course, the fur suit, all in the spirit of celebrating the release of Bubsy 4D!
YouTube: https://youtu.be/R7-SxtwBgQ4
Bubsy 4D is OUT NOW! Steam: https://store.steampowered.com/app/3237970/Bubsy_4D/ Epic: https://store.epicgames.com/en-US/p/bubsy-4d-b4b94f GoG: https://www.gog.com/en/game/bubsy_4d PlayStation: https://store.playstation.com/en-us/concept/10016621/ Xbox: https://www.xbox.com/en-US/games/store/bubsy-4d/9P82VZJSZWGS Switch 2: https://www.nintendo.com/us/store/products/bubsy-4d-switch-2/ Switch: https://www.nintendo.com/us/store/products/bubsy-4d-switch/ Physical: https://atari.com/products/bubsy-4d-deluxe-physical-edition?variant=47396647731365
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Atari: X: https://x.com/atari BlueSky: https://bsky.app/profile/atari.com
Fabraz: X: https://twitter.com/Fabrazz/ BlueSky: https://bsky.app/profile/fabraz.bsky.social
Sam Robertell: https://x.com/spammantha Shah-Rukh Faridi: https://x.com/tanconman Jason Polansky: https://bsky.app/profile/jaysofdoom.bsky.social
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Bubsy 4D has been out since May, and we know you love it. We know the biggest problem you all had with the game was one thing: you wanted MORE. More Bubsy. More levels. More challenge. More skins. Just more everything. And you didn't want to pay anything for it. Fortunately for you, we heard your demands and just dropped the Black Hole update for Bubsy 4D. For a small fee of zero dollars, you're getting more levels. You're getting more challenge. You're getting more skins. You're getting more everything! And who better to break it all down in detail than the devs themselves? Please welcome back to the podcast, Fabian and Ben, cofounders of Fabraz, to do just that.