Case study · Japan launch
18,000 units sold in the launch window.
How a European publisher turned the Japan launch of a city-builder sequel into an event — with a Japanese gaming personality, paid media timed to the stream, and two weeks that carried most of the region's revenue.
- Client
- European AAA publisherName confidential
- Sector
- PC / consoleCity-builder sequel
- Audience
- Japan, ages 25–45Returning players first
- Package
- Premium launchVideo games practice
- units sold in Japan in the campaign window
- 18,000units sold in Japan in the campaign window
- peak concurrent viewers on the two-hour stream
- 12,000peak concurrent viewers on the two-hour stream
- YouTube VOD views
- 145,000YouTube VOD views
- SNS impressions
- 5MSNS impressions
01The challenge
A sequel lives or dies on its launch window.
A European studio was launching the sequel to a popular city-building title in Japan. The target: city-building fans aged 25 to 45, starting with players who loved the first game.
Sequels depend on launch visibility inside the existing fan base. Miss the window, and it is very hard to win back.
02What we did
One broadcast, with paid media stacked on top.
A premium launch: tailored SNS creative plus a partnership with a Japanese gaming personality followed by 10 million people, who hosted a two-hour live Twitch session and a dedicated YouTube video.
Paid media was timed to hit the same audience while the stream's reach was fresh, so organic and paid worked as one push inside the launch window.
Services
SNS creativeMacro-creatorTwitch livestreamPaid media
03The result
Sustained, not a spike.
5 million SNS impressions, 145,000 YouTube views and 12,000 peak concurrent viewers — with engagement holding across the full two-hour stream rather than spiking and dropping.
18,000 units sold in Japan during the campaign window, with most of the region's revenue landing in the first two weeks after launch.
How the launch ran
Before launch
Set the audience
SNS creative and paid media set up for returning players and city-building fans aged 25–45.
Launch day
Make it an event
A Japanese gaming personality with 10M followers hosts a two-hour live Twitch session.
Launch window
Stack the reach
Paid media hits the same audience while the stream is fresh, plus a dedicated YouTube video.
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