MARVEL RIVALS: A LAUNCH SUCCESS

Unifying fans with immersive content, iconic Marvel heroes, and dynamic social media campaigns for an epic gaming experience.

Overview

Ever dreamed of joining Marvel superheroes in epic battles? Our community management team partnered with NetEase Games to create an engaging social media experience for Marvel Rivals, a free-to-play PVP shooter game featuring beloved Marvel superheroes and lore. Managing platforms like X, Facebook, Instagram, YouTube, and TikTok, we crafted compelling copies, shared exciting game updates, hosted giveaways, spotlighted key events, and interacted with the community. With rich game knowledge, interactive campaigns, and story-driven posts, we fuelled excitement and built a passionate community that thrived from when the game debuted on social to the official game launch and beyond.





Stay Hyped For The Launch

As part of the warm-up to the launch of Marvel Rivals, we kicked off an exciting countdown campaign that highlighted each superhero from the roster, alongside their costumes inspired by Marvel’s iconic movies, comics, and TV series. By focusing on engaging, story-driven content, we aimed to deepen fans’ emotional connection to the Marvel universe in-game with immersive lore. We created detailed posts that explored the heroes’ backstories, the maps, and the expansive world of the game. The costume countdown became a standout, sparking lively discussions about the origins and designs, which resonated strongly with both Marvel enthusiasts and the Marvel Rivals community.

Building Community Engagement

To keep the community engaged, cinematic trailers, collaborations with Twitch streamers, and developer talks were planned to generate as many talking points as possible. Players delved deep into every frame of the trailers for hidden Easter eggs. The dev team’s open and genuine communication also received widespread praise from the community. As excitement grew, we added layers of interaction with giveaways, sending Marvel IP merchandise, vinyls of game soundtracks, and game artbooks around the world to winners. The heartfelt messages of gratitude we received from fans through DMs highlighted the positive impact of these initiatives.

Victory Breakdown and Highlights

The game attracted 10 million players within 72 hours of launch. Social platforms experienced an impressive 32.5% average growth in followers and an average of 7.5% engagement rate of our content shared across all platforms. The Rivals’ Til the End launch trailer, featuring Chrissy Costanza, garnered over 10 million impressions and 340K engagements. Marvel Rivals became one of the most discussed and played titles during the 2024 holiday season. It is no doubt a big success highlighting the game’s content strategy and ability to resonate deeply with players. Moving forward, we’re excited to continue supporting our client and the Marvel Rivals community on social media, ensuring it remains a place where players feel valued and engaged. Join us to Ignite the Battle! 

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