Context

We partnered with Rebel Wolves to support the release of their highly anticipated debut title: The Blood of Dawnwalker.

For this launch, we were thrilled to collaborate not only with the studio's creative team but also with our long-standing partners at Bandai Namco, acting as their European media agency. Our role was comprehensive, handling both the strategic media campaign and the production of the creative assets, turning anticipation into sales.

Challenge

Launching a brand-new IP is a different beast to promoting a known franchise: there’s no existing fan base to lean on, and the audience has to be won over from scratch.

Our mission was twofold: first, introduce Dawnwalker to the right players and make the universe instantly recognisable. Second, grow the hype ahead of release, so that anticipation would turn into wishlists, pre-orders and, ultimately, day-one sales.

We also needed to ensure that the launch assets distinguished themselves entirely from the earlier pre-order phases, offering audiences a fresh look at the game.

Our Approach

Our approach combined two of the things we pride ourselves on: creative media concepts and paid media units, ensuring every placement was planned around the format that would carry it. To set the stage for the launch, our media team delivered a comprehensive Go-To-Market strategy. This guided two distinct pre-release phases: a pre-order campaign focused on CTV platforms to build initial awareness, and a targeted push designed specifically to boost Collector’s Edition sales.

We crafted an extensive suite of pre-roll trailers adapted into 16:9, 9:16, and 4:5 ratios. Acting as 30-second, 15-second, and 6-second cutdowns of the full-length launch trailer, these formats were built to hook players in the crucial first few seconds and immediately showcase the dark, atmospheric world of the game.

Once the game dropped and the acclaim started rolling in, we quickly capitalized on the momentum, deploying a dedicated 30-second accolade pre-roll, and adapting it across all 13 territories to highlight the game’s strong critical reception and drive further conversions.

Results

The Blood of Dawnwalker sold 1 million units in just 72 hours, a strong launch for a new IP.

We are proud to have played our part alongside BNEU and the studio teams, and to have helped turn months of anticipation into a launch that players answered in force.