Context

Capcom entrusted us with supporting the European launch of Pragmata, one of their major new releases. To accompany the title through its release, we developped a targeted media and creative campaign, building momentum from the experience of the demo up to the launch.

Challenge

We leveraged the playable demos as a main driver for player conversion across all platforms. We highlighted the game’s unique combat and hacking mechanics, while introducing the lore and the relationship between Hugh and Diana. The challenge was to hook the players during the demo campaigns and fuel their anticipation until the launch.

Our Approach

We structured the campaign around three key beats: a demo announcement in December, a demo push in March, and the launch campaign. The hype grew steadily from the first demo release, driven by players experiencing the gameplay firsthand.

To reach the audience across multiple touchpoints, we deployed an extensive social media strategy across YouTube, Meta, TikTok, and Reddit, which included a dedicated gaming category takeover on the latter.

For our endemic media buys, we collaborated with key gaming partners: Fandom, to drive new IP discovery, and IGN, to leverage its established audience. Site-wide takeovers on these platforms ensured a high share of voice, which we further supported with targeted local activations in Italy and Spain via our partnership with Webedia. These digital efforts were rounded out by specific assets for the PS Store, and further supported by physical OOH and DOOH placements.

The media plan covered the whole launch window in the UK, Spain, and Italy, building on prior beats to support demo and pre order.. Simultaneously, our creative assets were localized for a broader European reach via different Capcom partner agencies across Germany, France and the Nordics. Finally, following strong early feedback from the community and press, we deployed a dedicated accolade creative refresh to highlight the game's positive reception at release.

Results

• 84M Impressions
• 25M Complete video views
• 448K Clicks