Ubisoft’s Assassin’s Creed Mirage is one of the most anticipated game releases in the second half of 2023. By going back to the roots of the 16 year old franchise, Ubisoft chose to collaborate with Creators in order to drive their message and ensure that gaming communities all know that Basim is back! For the launch of the game, Ubisoft partnered with Wehype to support the early access and launch in the Nordic and United Kingdom regions.
Campaign Goals
The primary objective of this activation was to ensure that the launch of Assassin’s Creed Mirage reached the franchise’s core players upon release, with a secondary objective of expanding the games’ visibility to a wider action-adventure audience with an appetite for the genre. Making a strong impact during launch week is of the highest importance, in what has been a packed autumn for game releases in general, with multiple titles competing for players’ attention.
Campaign Execution
The campaign launched on the 4th of October with Early Access, one day before the official game launch, then continued throughout the weekend until October 8th.
In time for the launch, the Wehype platform enabled a seamless experience for both the Creators joining, and the team at Ubisoft making sure the current assets and information was shared at the right time, and allowing for the targeted creators to go live simultaneously across each region.
In addition to this, Wehype facilitated for each creator channel to be eligible for Twitch Drops during the sponsorship to boost viewership and audience engagement, giving the gamers tuning in a chance to receive exclusive in-game rewards.
The Results
Over 60 creators went live in the targeted markets, with an average stream time of 4.2 hours – more than double the contracted time of 2 hours. The majority of the Creators played for more than an hour longer than planned, and one third of the Creators additionally covered the game for further streams afterward.
This is a major success and underlines how important it is to source the right creator profiles. Wehype’s sourcing capabilities brought Mirage to the best suited creators that would go above and beyond in sharing the game with their communities and raising awareness in both target regions.
Key Learnings
In a highly competitive gaming landscape, the Mirage campaign underlines how essential it is for games to connect and collaborate with the right Creators. Identifying creators that will go above and beyond means more authentic delivery and organic promotion than standard deliverables, which is appreciated by both the viewers and the creator.
Additionally, Twitch Drops and creator Early Access periods are two elements that help boost viewership through audience rewards and exclusivity and are worth considering for any launch or seasonal beats.
Alongside successfully reaching the core players and generating buzz in a busy launch window, Ubisoft reported that this game has driven the most New-Gen sales to date, another clear testimonial to this form of tailored Creator collaborations.
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