Vampire: The Masquerade

Vampire: The Masquerade – Bloodlines 2

In short

The Portal team played an integral role in Vampire: the Masquerade - Bloodlines 2’s launch. This was an all-encompassing project stretching from announcement to release and beyond. Honouring the distinctive Bloodlines 2 art and design style, we created a huge variety of print, digital and video assets to support our partners at Paradox.

Deliverables

Boxart & Print Deliverables

Motion Design & Keyart Animation

Premium and Deluxe Editions

Video Ad Suites

DV360 Suites

Storefront Capsules

Out of Home Campaign

Expansion Pass Keyart

Clan Highlights

Reached no.2 in the Steam charts

Source: Game World Observer.

Fastest selling game in the series

Source: Game World Observer.

“Very Positive” user rating on Steam

Source: Game World Observer.

Introduction

Vampire: The Masquerade — Bloodlines 2 is arguably the most anticipated vampire game of all time. The original Bloodlines, based on the popular tabletop RPG, launched all the way back in 2004 and became an instant cult classic. Fans have been clamouring for a follow-up ever since.

In late 2025, their patience was rewarded with the release of Bloodlines 2. Developed by The Chinese Room and published by our long-term partners Paradox, the blood-sucking sequel landed on PC and consoles in October.

Portal worked across four campaign phases for Bloodlines 2 : announcement, pre-order, pre-release and launch. This was a comprehensive project which saw us provide print, digital and video support, enabling Paradox to tell the story of the gory action title across every channel.

Prints of darkness

Those who love physical editions of games are well served when it comes to Bloodlines 2. The RPG’s gothically gorgeous Physical Premium Edition comes with a variety of items, including an exclusive journal. Our team produced the inside ruled pages for this collectable notebook.

We carefully put together InDesign templates featuring different page types and configurations, making use of the game’s sinister but beautiful concept art. Once complete, we fired over the print-ready and editable templates for the Paradox team to drop into the final product.

Our work on the physical editions included designing both the box art and the disc itself. We also designed an assortment of DLC flyer inserts that were part of the Day One Pre-Order Exclusive content and for the Santa Monica Memories Expansion (packaged with the Deluxe and Premium editions).

Finally, we created a bespoke Day One Edition logo to adorn that version of the game. Throughout this portion of the project, we made sure to adhere to the strict print guidelines set out by the Paradox team.

Fancy fangs

Bloodlines 2 comes in three different flavours: standard edition, deluxe and premium. While browsing storefronts, potential buyers need to see at a glance what their options are and what is contained within each bundle.

To achieve this, each edition needed its own identity while simultaneously remaining faithful to the overall branding of the game. We produced distinct key art for both deluxe and premium editions. Along the way, we make sure both assets still clearly read as Bloodlines 2.

We produced the required logos and made sure that the key art was editable so that Paradox could easily reuse it across their channels.

Video with bite

We built a full suite of video ads for every phase of the Bloodlines 2 campaign, testing multiple creative options throughout. Each video focused on one of three elements of the game: combat, narrative and atmosphere.

The testing period showed the videos demonstrating the RPG’s combat as the most engaged with. Because Bloodlines 2 is violent and visceral, we worked closely with Paradox to create impactful videos that wouldn’t fall foul of advertising rules. This meant lots of back-and-forth to make sure the gory bits landed but wouldn’t get the ads rejected.

The final video suites gave options for every online placement while keeping the game’s tone intact.
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The marketplace masquerade

On the display side, we produced DV360 suites and storefront creative for all campaign phases. Assets were tailored to all the major digital stores: PlayStation, Xbox, GOG and Epic. Plus a full set of Steam capsules and infographics.

For Steam, we built infographics that explained what was on offer from the various editions. Meanwhile, our dev roadmap let buyers know what to expect from the game in terms of future updates and content drops.

Finally, we designed an eye-catching animated takeover to drive the Steam audience from Valve’s homepage to the Bloodlines 2 product page.

Houses of the night

Clans are at the heart of Bloodlines' dark world. Acting as factions within the game, there are six for players to choose from.

Working closely with Paradox, we remixed existing footage to create three informative but punchy 30-second video ads, each showing off two of the clans. This included producing motion graphics and overlays to showcase abilities and other class-specific information.

New blood

As with much of Paradox’s portfolio, Bloodlines 2 is going to enjoy plenty of post-release support. Two story-focused expansions are already announced and on the way: Loose Cannon and The Flower & the Flame.

‍For maximum player value, Paradox offers an expansion pass allowing fans to buy multiple content drops in one discounted bundle. Ahead of release, we prepped this expansion pass identity, including key art, logos and capsules for Steam and the other digital storefronts.

Taking it to the streets

Our final section brings us back to the physical world with two out-of-home placements.

In London, we produced multiple print ad designs for both underground platforms and tube train interiors.

Over in Germany, we supported animated OOH placements that looped versions of the key art, so commuters saw a haunting, moving version of the world on rotation. As well as the design, we made sure that all text was localised into German.

Exit through the crypt

Our work helped Paradox bring Bloodlines 2 to life across print, digital and out-of-home touchpoints. From premium edition artwork to animated Steam takeovers. And from eye-catching out-of-home executions to snappy, engaging video content. This all-encompassing project drew on our full range of abilities.

If you want to do something similar for your next release, drop us a line and let’s talk through some ideas.

“A responsive and reliable partner, always delivering on time & on budget.”

Paid Media Team
Paradox Interactive

“I speak for the whole paid media team when I say we couldn't have done it without Portal.”

Paid Media Team
Paradox Interactive

“We LOVE it!”

Paid Media Team
Paradox Interactive

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