this post was submitted on 11 Nov 2025
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[–] tal@lemmy.today 12 points 1 day ago (1 children)

An outright confession of what sure sounds like blatant astroturfing—a deceptive marketing campaign that's meant to look like natural, spontaneous conversation—is probably not the sharpest move for any company that wants to attract or keep new clients.

The clients are just fine with it. This guy was off talking about it to market his company; publishers that he attracted did so because of what he was doing.

The users being astroturfed are the ones who aren't going to like it.

What the client is going to be pissed about is that the guy mentioned their actual game while trying to promote their astroturfing company:

Still, Beresnev did what he could to put space between War Robots developer My.Games and Trap Plan, telling Kotaku the intent "was to experiment with a more organic way of promoting games on Reddit—without using bots or fake accounts—and to build a new case study we could use in the future," and that mentioning the game and studio by name was a mistake.

"This was entirely our initiative and not commissioned or endorsed by My.Games in any way," Beresnev said. "We understand this was a mistake and have since removed the case study. We sincerely apologize to My.Games and the War Robots: Frontiers team for the misunderstanding and any confusion it may have caused."

https://www.trapplan.com/about-us

Trap Plan by The Numbers

We sell thousands of copies of games a month, collaborate 
with thousands of creators, work on all platforms from Reddit to TickTok

2023 Trap Plan Founded

$10M+ Sold Games

20+ Clients in 2024

[–] jaybone@lemmy.zip 7 points 1 day ago (2 children)

How do you do this without having “fake accounts”? How do they define “fake accounts” here?

[–] tal@lemmy.today 5 points 1 day ago* (last edited 1 day ago)

I mean, I would imagine that they may well do that, but there are businesses that buy and sell social accounts. Like, the point is that a legitimate user accrues reputation. I mean, that's an important element of how humans interact with each other


provide useful information, and I give your opinion more weight and stuff. Social media tends to try to leverage that too. But when someone doesn't want their account any more for whatever reason, their reputation has value, and so it can be bought and sold.

kagis

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So they could develop their own "fake" accounts. Or they could just buy accounts from real, actual users, step into their skin and acquire their reputation. Or they could buy accounts from people who intentionally try to karma-farm


I imagine that that's probably its own industry.

EDIT: Oh, sorry, maybe I misunderstood


you were quoting the astroturfing guy, using whatever his meaning was. I have no idea what he calls a "fake account", and I don't think that I'd consider him to be incredibly trustworthy in the first place. But he might mean that he doesn't rely on an army of sockpuppet accounts to upvote his astroturfing, I suppose.

[–] Agent_Karyo@piefed.world 5 points 1 day ago

They are lying. A work account that's not labelled as such is a fake account.