ARC Raiders entered the market with early buzz, but also a perception hurdle: many players assumed it was “just another extraction shooter.”

Our campaign needed to deliver on the hype for genre fans while expanding appeal beyond them — reframing the game as a cinematic extraction adventure with wider relevance for shooter, survival, and exploration audiences. The core challenge was turning curiosity into action by shifting expectations, not just meeting them.

To widen the game’s appeal and guide players through each phase of release, we built a multi-stage campaign that evolved alongside the ARC Raiders lifecycle, allowing us to evolve messaging in real time, scale top-performing creative within days, and adapt to regional and audience-specific signals without breaking brand cohesion.

Our approach combined cinematic trailer cutdowns, audience-specific display assets, and phase-based messaging — shifting from world-building at pre-order, to urgency during the Server Slam, to full-funnel launch hype, and finally to review-driven validation in the accolades phase.

By tailoring creative to different player segments — extraction purists, co-op teams, survival fans, and adventure seekers — we positioned ARC Raiders as both a genre standout and a breakout title with crossover appeal.

Rather than over-indexing on high-stakes survival alone, our work emphasized the beauty and mystery of the world … inviting players into an experience that felt cinematic, immersive, and rewarding.

Working directly with Embark Studios, we extended the developer’s vision across every touchpoint translating premium in-game assets into compelling digital storytelling designed to perform across social, video, display, and audio environments.

From a media perspective, we led global strategy and execution across North America, Latin America, and EMEA. Our approach was intentionally anchored around Embark’s three strategic pillars: Credibility, Feeling, and Fame.