A pan-European relaunch for a major games publisher — digital and out-of-home planned as one integrated system, reaching 44 million gamers and delivering 154 million impressions across five markets.
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.
It had to happen 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.
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.
Five markets, multiple channels and distinct creative executions also had to roll up into one unified reporting view — measurement was part of the brief, not an afterthought.
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.
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.
Live cross-market reporting gave the publisher's team visibility across the whole European footprint — letting budget flow to whichever market and channel was winning, during the campaign rather than in the post-mortem.
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.
For 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.