ArenaNet, the developer of beloved MMO Guild Wars 2, is always looking for new ways to invite new players in to explore the vast landscapes of Tyria. With this goal in mind, ArenaNet partnered with Wehype for the launch of the highly anticipated expansion, Guild Wars 2: Secrets of the Obscure.
Guild Wars 2: Secrets of the Obscure is the latest Guild Wars 2 expansion set in a world finally safe from the Elder Dragons' corruption, where new threats rise to seek power. The adventure plays out over installments, with new story content live at launch and in subsequent releases.
Challenges and Opportunities
In the fiercely competitive MMORPG market, Guild Wars 2 encountered several challenges and opportunities. The rise of action RPGs like Path of Exile and Diablo IV attracted hardcore gamers, creating a competitive landscape. However, this interest also meant that there was an abundance of content creators looking for demon-centered stories and exciting combat action – a perfect opportunity for Wehype and Guild Wars 2.
New Player Learning Curve
Guild Wars 2 addressed the steep learning curve typical of MMOs by using content creators to showcase in-depth aspects of the game, encouraging new players to embrace the journey.
Well-known IP
Leveraging the renowned status of Guild Wars 2 within the MMO community, the campaign aimed to convert the curious into dedicated players, harnessing excitement for the "Secrets of the Obscure" expansion.
Player Empowerment
A central theme of the campaign was Guild Wars 2's unique feature, giving players significant control over their gaming experience.
A Three Step Approach
The decision to separate the campaign into three distinct beats was strategic and served several vital purposes. Each beat was designed to tackle different stages of the game's lifecycle and player engagement, ensuring a comprehensive and effective marketing strategy.
Pre-launch
As Guild Wars 2 approached the expansion's launch, the campaign's focus shifted to building anticipation and credibility. New combat content took center stage, integrated into YouTube videos on MMO-centric creators' channels. The primary objective was to drive pre-purchases and prepare the gaming world for the upcoming adventure.
Creator Differentiation
The campaign targeted both micro and macro MMO creators during the pre-launch phase, ensuring a diverse range of content. This approach allowed ArenaNet to optimize the campaign for success.
Awareness
This phase marked the creators' first interaction with the "Secrets of the Obscure" expansion, ensuring a positive experience and identifying potential long-term partnerships.
Campaign Formats for Pre-launch
Twitch Let's Play for brand awareness and YouTube integrated content for broader visibility.
Launch
As primarily endgame content, Guild Wars 2’s expansion launches are an opportunity to rekindle the spirits of lapsed players, with new stories, encounters, combat choices, and other updates to entice them back.
Reaching New Audiences
Leveraging Wehype’s Share of Voice data, creators were strategically chosen to align with the game’s goals. A portion of the budget targeted “new genre” players, expanding the Guild Wars 2 community.
Diversity in Creators
The campaign harnessed the diversity of the gaming ecosystem. Larger creators boosted prestige and brand awareness, while smaller creators excelled at driving conversions.
Campaign Formats for Launch
Twitch Let’s Play continued to be a key format during the launch phase
Post-Launch
Following the launch week, the campaign shifted its focus to sustaining the momentum generated. The goal was to maintain hype on Twitch, engaging the target audience and keeping Tyria alive with activity.
High Performance
By leveraging high-performing creators from the pre and launch phases, the campaign aimed to sustain player engagement and brand awareness. Data-driven strategies ensured maximum success.
Campaign Formats for Post-launch
YouTube Dedicated videos and ongoing Twitch Let's Play sessions continued to play a vital role in keeping the Guild Wars 2 community engaged and thriving.
Conclusion
The quest to spread the news of the launch of Secrets of the Obscure was a collaborative effort, guided by Wehype’s strategic approach. Through authenticity, anticipation, and engagement, ArenaNet successfully navigated the challenges of the competitive MMORPG market, connected with players, and ensured a bright future for Guild Wars 2. This inspiring narrative continues to unfold in the world of Tyria, demonstrating the power of creativity and partnership in the gaming industry.
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