Agents of Mayhem is available now for PlayStation 4, Xbox One and PC from Volition, the developer behind Saints Row. Together with publisher Deep Silver, the game’s developers focused its advertising around getting close and personal with its 12 new characters.

One way of doing this was through sponsored content on DeviantArt, in which artists imagine what each of the Mayhem agents would do in his/her down time. “Agents of Mayhem: After Hours” reveals each new piece, along with artist interview, over a span of 24 days.

In Agents of Mayhem, players must choose between 12 different agents to form a three-person squad—a “carnage à trois,” if you will, and fight an organization called Legion. Each agent has a unique skill set, personality and weapon specialty.

Volition has and continues to host a number of livestreams on Twitch to give fans an advance look at Mayhem‘s gameplay and features. The team even included the game’s voice actors to help introduce each character with their own dedicated stream session.

On August 18, Volition is hosting a celebration in its home town of Champaign, Illinois, where people can try the game for themselves. Sharp-eyed fans who spot and take a selfie with Mayhem agents seen around town can enter to win Volition swag.

Despite being a direct spin-off from one of the Saints Row: Gat Out of Hell endings, Agents of Mayhem is its own game with its own universe. One thing that hasn’t changed is Volition’s trademark sense of humor—a tool that Deep Silver used to attract existing Saints Row fans to a new franchise.

Deep Silver “leaked” part of one of the game’s cut scenes on adult video site, YouPorn. A fake sex tape called “Deep Under the Cover” features Hollywood, an ex-reality-star-turned-Mayhem agent in some “compromising” situations. The video is actually quite tame—enough to be hosted by YouTube—but created enough buzz on the popular website that it ended up on the front page.

Following the intentional leak, Deep Silver issued a press release addressing the made-up controversy, “denying” that it was Hollywood on the tape.

Not long after, a mix tape by August Gaunt—a villain in the game inspired by Justin Bieber—was “leaked” on SoundCloud. The campaign made it sound like he took over DJing at a Seoul radio station one night. The music is actually from the game, remixed by musician and DJ Grimecraft.

“I think that between the political spectrum and everything, there is an opportunity to make people laugh,” Will Powers, senior manager of marketing and communications at Deep Silver told AlistDaily. “People are starved for content in the gaming space that will allow them to laugh and relax instead of coming home from a serious day at work, seeing serious news and playing a serious game. That’s opened up an opportunity for us to come in and hammer our unique tone and why Volition has always created games that are over-the-top and crazy—they’re fun, but not meant to be taken seriously. That’s the market we see as a huge growth opportunity for this game.”