Pre-registration campaign

The campaign was for the game’s pre-launch, and its main conversion point was registration, not purchase or active play. We worked within these limitations to build a content strategy that could build hype and sustain anticipation to promote pre-registrations.

Data-driven audience targeting

Using our proprietary audience data, we identified audience segments that show strong affinity signals to the Street Fighter franchise and other similar fighting game titles. Lookalike segments were also built using Capcom’s existing player profiles.

Localised creative for greater resonance

We produced creative variants that were tailored to each market’s language, cultural references, and platform preferences. This included localised character spotlights, regional voice-over treatments, and platform-native ad formats designed for short-form video consumption.

Heritage is a starting point, not a finish line

Working with popular Twitch and YouTube livestreamers, we used the franchise’s fame as a starting point to promote its new gameplay format, broadening its reach and appeal beyond its traditional fanbase.