Gorilla Tag




Released on Meta Quest’s App Lab, Gorilla Tag amassed millions of active users en route to its status as a certified VR phenomenon. The game’s low-poly design, unique mechanics, and high replay value spawned a rabid community across TikTok, YouTube, and dedicated subreddits. 

As developers (Another Axiom) looked ahead to an official Meta Quest Store launch, they came to Scout House with an interesting challenge: indoctrinate a wider audience into the “Cult of Monke,” without alienating the community that had grown organically around the game. 


Every successful launch strategy is part education and part entertainment. For a cult title like Gorilla Tag, Scout House knew the marketing content had to speak two languages. A story was needed that validated the social-savvy veterans while broadening the appeal of the game to new players.

The inspiration came from an unlikely place: nature documentaries. With a tongue-in-cheek parody style complete with a dramatic soundtrack and a serious academic narrator, the launch trailer invited viewers into the world of the gorilla—its social behaviors, movements, and rituals. Scout House paralleled gameplay capture with a story of a new player learning to master the game’s mechanics, gradually coming to “Reject Humanity and Become Monke.” 

On the heels of a wildly buzzed-about store launch, Scout House followed up with a social strategy of rolling out meme-worthy content, optimized for the platforms where the game’s mythos and inside jokes are shared.

“They were immediately able to pick up on what made our game special, and how to sell it.”
— David Yee, Another Axiom