Due to its connection with the global gaming phenomenon series Dark Souls, Elden Ring had huge expectations on its shoulders for release.

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To ensure its success in the New Zealand market, Bandai Namco gave Republik the responsibility of all digital strategy, creative and production edits and implementation to drive hype, sales, and engagement from within the gaming world.

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Leveraging the already large following, we were able to negotiate NZ's first bespoke twitch takeovers, partnerships with streamers/reviewers and the Lets Play Live platform to feed into their weekly online gaming competition broadcasts.

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Alongside this, we used a range of different programmatic buying tactics and built custom audiences to deliver sequential messaging to the die-hard Dark Souls and Role-Playing gamer fans as a primary audience, and a general fantasy gamer audience as a secondary.

 

The results blew all expectations out of the water, with Elden Ring sales achieving the highest-grossing game of 2022.