Metaphor: ReFantazio

A major release like Metaphor: ReFantazio deserves a major campaign, specially targeted to reach gamers across the globe. SEGA, via agencies Havas Entertainment and Liquid Advertising, partnered with Publisher Collective to deliver millions of impressions ahead of the new JRPG release.

Through a multi-faceted campaign, gamers got to experience the atmosphere of The United Kingdom of Euchronia with expansive, High Impact ad formats, juxtaposed with video elements. Through these combined efforts, Metaphor: ReFantazio sold over 1m units on launch day and was showered in award accolades, including being nominated for Game of the Year 2024.

Our portfolio of PC, Xbox, and Playstation-centric sites were the perfect launchpad for SEGA to reach gamers interested in JRPG franchises like Persona. We utilized our innovative ad formats for desktop and mobile, in tandem with audience targeting, to deliver over 8 million impressions.

SEGA powered up their Metaphor: ReFantazio campaign by adding on our Universe Takeover format and an Opera GX activation. Metaphor: ReFantazio’s creatives and click-through links took pride of place across our biggest sites for 24 hours ahead of launch and on launch day. The Opera GX activation showcased the Hero of Metaphor: ReFantazio within the Opera GX browser, and allowed users to change their wallpaper to showcase their allegiance to the true king of Euchronia.

Metaphor: ReFantazio’s unique story, art, and gameplay required a bespoke campaign, one that we were excited to curate and deliver.