PlayerUnknown’s Battlegrounds PS4 Launch
Two years after its initial PC release, PUBG was set to launch on PS4—but multiple challengers had emerged by then, overtaking PUBG in the Battle Royale space with their own F2P offerings. With limited information about gameplay motivators and cost as a barrier to entry, we were challenged to build awareness and sales of PUBG during an extremely competitive holiday season.
That meant looking at the Battle Royale and First Person Shooter landscape to identify granular audiences that were most likely to purchase, as well as using a Millward Brown Study to better understand the key motivators driving purchase decisions for audiences in the Battle Royale genre.