Fatal Fury: City of the Wolves

The challenge

Relaunch a legendary fighting game franchise with a AAA campaign, and do it through one partner. The brief: build mass awareness, drive pre-orders and keep fans engaged through PR, influencers, paid media, partnerships and launch.

What we did

One integrated campaign uniting client teams, first-party partners and external delivery behind a single roadmap. Exclusive drops with IGN and PlayStation, a global Cristiano Ronaldo reveal, structured beats across two open betas, and full-funnel media across digital, social and out of home, including London and Paris bus takeovers. Creator and VTuber content kept the community talking.