Design Delight Studio

Game Marketing Firm Deletes Blog Posts Boasting About Astroturfing on Reddit

Trap Plan, a videogame marketing company, has taken down two blog posts that openly bragged about a covert astroturfing campaign on Reddit. These posts, published earlier in 2025 but only recently noticed by Reddit users, detailed how Trap Plan orchestrated around 100 so-called "organic-style" posts and comments across multiple gaming subreddits like r/pcmasterrace, r/PlayStation5, r/Mecha, and r/gaming.

Details of the Campaign

According to now-deleted posts archived online, Trap Plan CEO Pavel Beresnev explained that their team designed posts to mimic authentic Reddit discussions. The content included discovery-style threads, gameplay screenshots, clips, and light discussion prompts about the tactical mech combat game War Robots: Frontiers. The posts avoided direct promotion, instead sparking natural conversations by sharing genuine insights and gameplay footage. Beresnev asserted this approach led to "credible, varied content" that engaged users and moderators alike without arousing suspicion.

The May 2025 update further claimed Trap Plan "strategically seeded" these posts to reach "high-intent audiences" within gaming and robotics communities. They touted that this method was highly effective in organically driving interest and conversations around the game.

Community Reaction and Fallout

Reddit’s r/Games subreddit exposed the posts after their prolonged presence, leading to quick deletions by Trap Plan. The public confession to astroturfing—marketing designed to deceptively mimic spontaneous conversation—could damage trust and client relationships, though some advertisers may have embraced the strategy’s effectiveness despite ethical concerns.

Interestingly, War Robots: Frontiers has so far largely avoided negative backlash. Steam reviews show only a single user mentioning the marketing campaign after very limited gameplay. Nonetheless, Trap Plan’s CEO distanced the game’s developer, My.Games, from the stunt, describing the effort as an experimental promotion without bots or fake accounts, intended as a case study for future campaigns.

Key Takeaways

• Trap Plan ran a covert marketing campaign using about 100 Reddit posts crafted to appear organic.
• Posts appeared on high-profile gaming subreddits and featured discussion-based, community-appropriate content.
• The company’s public bragging about the campaign on their blog led to backlash and deletion of the posts.
• The ethical challenges of astroturfing highlight risks for marketing firms despite potential short-term gains.
• War Robots: Frontiers has seen minimal negative community reaction so far, with the developer distancing itself from the campaign.

This case exemplifies the fine line between savvy community engagement and deceptive marketing practices within the gaming industry, underscoring the importance of transparency and genuine interaction in building sustainable player trust.

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