Ubisoft

Exploring Ancient Egypt with Assassin’s Creed Origins

Category ― Digital branded content
Challenge

Restore faith in the franchise, which was declining in popularity, by creating a buzz with the newest release.

Process

Target lapsed Assassin’s Creed players: still-active gamers who had played at least one franchise release in the past, but neither of the two latest ones.

Creative Solution

We developed a multi-channel experiential program, including a website where gamers could book immersive guided tours of Ancient Egypt within the actual game build, explore never-before-seen regions of the game map and bring back digital memories that could be customized and shared on social media.

Results

Thousands of stories were shared, generating most of the reach through earned social media. It was the best-ever launch of an Assassin’s Creed game, selling some 1.5 million units in just the first week, twice as much as the previous title of the saga.