Resident Evil Requiem - A campaign no one could have prepared for

Following our collaboration on Monster Hunter Wilds, Capcom once again trusted Biborg to support the European launch of Resident Evil Requiem, the ninth main instalment of the legendary franchise and one of the most anticipated games of the year.

To support this major release, we deployed a large-scale creative and media campaign across eight EMEA markets (the UK, France, Germany, Spain, Italy, Poland, Benelux, and MENA). Our strategy focused on progressively installing a climate of tension, introducing both long-time fans and a new generation of players to the game’s renewed vision of horror.*

The campaign was designed to unfold organically piece by piece, evolving with each new reveal linked to each pre-order phase until launch.

The first reveal was done to kick off the pre-order campaign in October by introducing Grace as the new protagonist. This initial phase was purely about establishing fear, carefully positioning Resident Evil Requiem as one of the most terrifying experiences in the franchise's history.

Moving step-by-step towards the Nightmare

By January, it was time to shift the dynamic. Capitalizing on the momentum of The Game Awards (TGA), we amplified the campaign with a highly unexpected announcement: the introduction (and awaited return!) of Leon. This moment served as a release for the built-up tension, allowing us to pivot the messaging and introduce the game's more action-packed gameplay elements that came with Leon’s playing style.

As we entered the pre-launch window, the final countdown began. We continued to ramp up the momentum by releasing deeper gameplay details: the scary, the violent, and the massive scale of the action, gradually unveiling absolutely everything Resident Evil Requiem has to offer for players to suffer through.

In the safety of your home or out roaming the streets… It was everywhere

We supported this evolving narrative by extending the horror into the physical world: large-scale out-of-home activations, fully branded buses and tramways across the UK, Spain, and Italy. These high-impact installations transformed public spaces into immersive extensions of the game’s universe, reinforcing the game’s presence beyond digital environments.

Simultaneously, we ensured the game reached players online with a massive digital rollout. Resident Evil Requiem was unescapable, no matter where you were hiding.

From high-impact homepage takeovers and cinematic pre-roll formats to native social activations on platforms like TikTok and Reddit, every asset was designed to adapt the game’s tone of horror to the specific codes of each channel.

The campaign reached its climax as the game launched. We transitioned our messaging to celebrate the release, integrating accolades and beautiful review quotes to drive final excitement and validate the hype.

Results

• The best launch in franchise history, with 344k simultaneous players on Steam.
• The highest Metacritic score of the franchise at launch.
• 1,000+ assets created for 8 EMEA markets throughout the pre-order and launch phases.