Mastering the Shadows: How Creators Helped Launch Assassin's Creed Shadows

Ubisoft's highly anticipated release, Assassin's Creed Shadows, transports players to feudal Japan in one of the series’ most visually striking and stealth-driven entries to date. To ensure a successful launch, Ubisoft partnered with Wehype to activate creators across the UK and Nordics.

39%

Increase in Viewer Minutes vs target

39%

Increase in Viewer Minutes vs target

39%

Increase in Viewer Minutes vs target

Activations

Wehype executed a Twitch-led creator campaign featuring 61 handpicked streamers, each immersing their audiences in the world of Shadows through live gameplay.

These creators showcased the game's stunning visuals and intricate mechanics, allowing viewers to explore feudal Japan and live the life of a samurai.

Interactive elements like panel banners, ChatBots, and trackable links enhanced viewer engagement, while sponsored stream titles added excitement, highlighting the partnership and drawing in curious viewers. Enthusiastic creators and smart stream integration ensured every broadcast left audiences thoroughly entertained, engaged, and intrigued by this latest chapter in the AC universe.

Results

The campaign significantly exceeded viewer minutes targets in both regions:

UK: 108% increase over target viewer minutes
Nordics: 1.8m viewer minutes (vs 1.3m target), an increase of 39%

In terms of cost efficiency, the campaign performed exceptionally well:

UK: 46% lower than target cost per hour.
Nordics: 52% lower than target cost per hour.

The campaign delivered standout results in both reach and ROI - proof of the power of creator-game fit and targeted regional strategy.

"I'd love to work further on campaigns like this; they are a natural fit for me and the game itself was brilliant."

Knightenator

"Can't think of anything negative regarding the game or the campaign; it was a very enjoyable sponsorship."

Strawbrary

"I'd love to work further on campaigns like this; they are a natural fit for me and the game itself was brilliant."

Knightenator

"Can't think of anything negative regarding the game or the campaign; it was a very enjoyable sponsorship."

Strawbrary

"I'd love to work further on campaigns like this; they are a natural fit for me and the game itself was brilliant."

Knightenator

"Can't think of anything negative regarding the game or the campaign; it was a very enjoyable sponsorship."

Strawbrary

Conclusion

This campaign demonstrated the power of strategic creator selection and targeted regional activation. By leveraging a curated group of 61 Twitch streamers, the campaign surpassed viewership and cost-efficiency targets in both the UK and Nordics. The UK saw a 108% increase over target viewer minutes and a 46% lower than target cost per hour, while the Nordics achieved 1.8 million viewer minutes and a 52% lower than target cost per hour. This performance, alongside positive creator feedback, solidifies the approach as a highly effective method for driving both reach and ROI for major game launches.

The collaborative effort with Wehype and within Supercell fostered a sense of unity and passion for the Clash for Nature cause, aligning with the Supercell’’s commitment to creating meaningful player experiences. The success metrics, including the astounding 7.055 trillion gold looted and the $100,000 donation goal achieved, not only reflect the impact of external influencers but also underscore the cohesive teamwork within Supercell. In the end, Team Trees amounted to $53,400 donated, and Team Seas received a $46,600 donation!
Some additional metrics for Clash for Nature:

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