Delivering Scary Good PR with Shark Dentist

Alice Games, known for its quirky and genre-bending games, returned with Shark Dentist —a horror roguelike where players perform dental surgery on killer sharks. Equal parts absurd and terrifying, the game needed the right messaging and rollout to break through a crowded summer of horror game reveals. The goal? Get everyone talking about this wild premise.

The Strategy

Loopr developed a positioning that leaned fully into the absurdity and originality of the concept: “What if Jaws needed a root canal?” We positioned Shark Dentist as the "Milton Bradley-meets-Meg" horror hit no one saw coming. The team built an announcement campaign targeting horror, roguelike, and meme-loving audiences across gaming media and TikTok.

Key tactics:

• Crafted press outreach tailored to both traditional outlets like IGN and PC Gamer, as well as horror-first communities like Bloody Disgusting and Six One Indie.
• Seeded a press kit that emphasized the unique tone with brutal dental tools, gore-soaked patient charts, and rogue-lite gameplay breakdowns.
• Activated TikTok creators with early trailer access and first-reaction content, including creators like @dailymailgaming, @gamerantofficial, and @madmorph.

The Results

Viral Buzz & Global Reach
Loopr’s PR and influencer strategy resulted in Shark Dentist appearing across top-tier global publications, YouTube channels, and creator-driven TikTok content.

Media Coverage Highlights:

• IGN: Official announcement
• PC Gamer: “The Meg mashed up with a Milton Bradley toy”
• Polygon: “Combines two phobias into one ridiculous roguelike”
• Kotaku, Rock Paper Shotgun, Bloody Disgusting, GameRant, PCGamesN, Bleeding Cool, The Nerdy Type, Everything Action, and Game Scanner