Helping an industry titan launch a brand-new IP

The mighty Capcom tasked us supporting the launch of their brand new IP, PRAGMATA..

The campaign was split into organic and paid activity, and focused primarily on English language content creators across EMEA with a strong affinity for previous Capcom titles and games in the Character Action genre.

Alongside the organic campaign we did a paid launch activation, specifically targetting creators who would likely enjoy the game so much that they’d go beyond their sponsored time to complete the game on-stream.

We activated 14 highly relevant Twitch streamers to create a “launch day takeover” with streams going live from the morning all the way until the evening of April 17th.

‍This proved incredibly successful, with the majority of the creators going on to stream full, or multiple, playthroughs, and resulted in a total of 175 hours streamed.

• We paid 14 streamers for a 2-hour stream each, and got a total of 37 streams (23 bonus streams) adding up to 62,200 watch hours (783% of our estimate) and 229,419 total VOD views (132% of projection)
• Nearly everyone streamed longer or came back for several streams following their sponsored segment. Hours streamed were 625% vs what we paid for!
• Total campaign Cost Per Minute was £0.0008 vs est. £0.00021, which is significantly lower than industry standard