One of the world's major games publishers brought us a brief with no easy edges: wake a dormant franchise and land it with a new generation of players in five European markets at once — without breaking faith with the fans who loved the original.
A relaunch is the hardest kind of gaming campaign. Legacy players police the heritage; if it feels abandoned, they'll say so loudly. New players owe the IP nothing and need a real reason to care. The campaign had to speak to both at the same time.
And it had to do so at continental scale — English, French, German, Italian and Spanish-language markets, with digital and physical out-of-home execution folded into one coherent campaign platform.
We planned and bought the campaign as a single integrated system: digital placements reaching gaming audiences at scale, out-of-home building physical presence in the key markets — screen and street together, the way big gaming launches are meant to work. Deployment and attribution infrastructure were engineered to operate across every language and market boundary.
That measurement layer mattered as much as the media. Five markets, multiple channels and distinct creative executions rolled up into one unified reporting view — giving the publisher's team live visibility across the European footprint and letting budget flow to whichever market and channel was winning.
Audience work was behavioural and contextual rather than demographic: players actively engaged with the category, reached on the platforms and in the environments where gaming culture actually lives. The campaign read as native to that culture, not an interruption of it.
The results: 154 million impressions across five European markets and an audience of more than 44 million gamers reached. Digital and OOH working together produced the sheer presence a franchise relaunch demands — in the streets where the audience lives and the feeds where it spends its time.
The engagement also validated a principle we build into every major campaign: measurement is part of the brief, not an afterthought. Real-time cross-market reporting meant optimisation decisions happened during the campaign, not in the post-mortem.
For Canadian brands weighing international expansion, this is the proof point: one accountable team planning, buying and measuring across five markets, multiple channels and four languages simultaneously.
Global Gaming Title · Digital & OOH · Pan-European
