The Yakuza franchise boasts a dedicated fanbase, yet its appeal has traditionally been somewhat specialized.

Our challenge was to expand awareness and interest in the Western market ahead of LIKE A DRAGON: Infinite Wealth.

We leveraged the Hawaii setting to broaden its appeal, while highlighting the series’ signature blend of gritty Yakuza narrative and over-the-top minigames.

Our strategy aimed to expand its Western audience while maximizing sales.

We targeted the existing JRPG fanbase, emphasizing Persona and Final Fantasy fans, alongside those interested in anime.  Action RPG enthusiasts were also engaged for broader reach.

We strategically placed linear TV ads during NBA games and partnered with WWE, informed by audience insights.

Campaign messaging balanced the game’s serious narrative with its signature Yakuza absurdity. This contrast was also showcased in the live-action Druski trailer.