To make Metaphor: Refantazio a must-play JRPG for 2024, we developed a precision-focused, phased paid media strategy to build anticipation, drive engagement, and deliver blockbuster results.

The goal was to reach beyond Atlus loyalists, expanding the audience while establishing Metaphor as a unique and compelling franchise.

Six months ahead of launch, we synchronized the announcement of pre-orders with a targeted paid media push aimed squarely at Atlus’s core audience, remarketing to fans of recent releases like Persona 3 Reload and Shin Megami Tensei 5 Vengeance.

This generated early buzz among dedicated fans, who helped spread the excitement to the wider JRPG community.

From Summer Games Fest to Gamescom, we leveraged marquee events to expand our target audience.

With highly visible media placements alongside new trailers, we moved beyond the core fanbase to attract mainstream gamers, making Metaphor one of the most talked-about titles of the year.

During Tokyo Game Show, Atlus unveiled a playable demo—a pivotal moment in our campaign.

Together with Atlus, we elevated this demo drop into a “mini-launch,” blending pre-order messaging with “play the demo” call-to-action across digital, OOH, and linear platforms, creating a powerful combination of trial and heightened anticipation for the release.

Launch weekend was marked by over 20 high-impact media placements across gaming, anime, and social platforms.

We secured unskippable CTV video ads, platform takeovers on consoles, and remarketing touchpoints targeting every stage of the purchase funnel.

Whether gamers were watching or playing, Metaphor was front and center.