Generated over 5.5 million views for Free Fire in the U.S.

Free Fire, a mobile battle royale game with a large global player base the agency puts at some 80 million daily active players, needed brand awareness in US target markets Obviously describes as untapped. Despite its global scale and high-profile partnerships, the game lacked comparable presence in the US, and mobile titles competing for US players struggle to build credibility through brand advertising alone.

Obviously worked from the view that US gaming audiences already watch gameplay content from creators they trust, so the agency recruited gaming creators to produce user-generated Free Fire gameplay content rather than run brand-side advertising. The creators made gameplay videos that ran on YouTube and TikTok aimed at US audiences, with Free Fire featuring as the subject of the content rather than as the advertiser.

Recruiting creators who already make gaming content kept the output native to how US gaming audiences discover new titles, and pairing YouTube with TikTok covered both long-form viewing and short-form discovery. Obviously reports over 5.5 million views and 12,700 app store clicks across 70 unique videos; the results are self-reported, appearing in the agency's own case study with no independent corroboration, and no engagement, install or revenue figures are disclosed, so effectiveness beyond claimed reach cannot be assessed.