Launching Pixelton Arena

Overview

Pixelton Arena was a retro-themed PvP battle game launched as a Telegram mini-game by the Genopets team. Built to ride the wave of Telegram gaming hype, Pixelton was a creative reskin of Genopets’ in-game battle prototype—allowing us to launch fast, gain traction, and funnel a massive new audience into the Geneoverse.

In just 3 weeks, we hit our primary goal of 1 million players. I led social strategy, produced animated videos, co-developed our visual brand for the campaign, and ran airdrop campaigns to keep players engaged long after their first battle.

Role

As the marketing lead, I helped turn a quick-launch mini-game into a viral moment that supercharged our growth.

• Animated trailers + gameplay promos (ideation → storyboard → edit)

• Social strategy + campaign execution across X and Telegram

• Community management: “reply guy’d” my heart out to onboard and retain

• Partnered with UI/UX and game design teams on branded content + tips

• Led weekly airdrop campaign to boost retention + organic sharing

Challenge

Capitalize on the Telegram mini-game craze to attract a wave of new users—and convince them to stick around and explore the wider Genopets world.

Solution

We moved fast, repurposing our existing battle mechanics into a pixel-styled PvP game that fit Telegram’s viral format. I animated high-energy promos, crafted a bold retro brand with our designers, and used social-first content to drive momentum. Through community engagement, strategic airdrops, and relentless social campaigning, we made Pixelton feel like a must-play moment.