Submitted by Media Bodies

Marvel Rivals Twitch and YouTube Gaming Influencer Launch

Influencer Marketing

Media Bodies ran a Twitch and YouTube gaming influencer launch for NetEase and Marvel's Marvel Rivals, which the agency reports produced 3M+ views in under a week.

3M+Views

Case in 60 seconds

NetEase and Marvel needed awareness, engagement and registrations for Marvel Rivals, a AAA launch entering hero shooter and FPS verticals already held by titles such as Valorant, Overwatch and Fortnite, so attention had to be won from established games.

The audience was already gathered around shooter creators, because Media Bodies found in prior performance reports and behavioural data that those influencers held engaged audiences of 18+ males interested in shooter games, matching the game's core demographic.

The launch was built on audience match rather than broad reach, placing Marvel Rivals inside the channels of big gaming influencers whose viewers already fitted the core audience, with a separate creative brief written for each influencer.

Media Bodies placed 5 influencers on Twitch and YouTube across 9 content pieces, mixing dedicated streams and videos with shorter integrations, and staged a face-off in which two influencers battled in the game so both audiences had a reason to tune in.

Media Bodies reports that the campaign produced 3M+ views in under a week within the target CPMs, while the page publishes no registration count, no engagement figure and no CPM value against which to read that result.

Strategy Breakdown

18+ males interested in shooter games, reached through the engaged audiences of big Twitch and YouTube influencers in the hero shooter, Fortnite and FPS verticals.
A new hero shooter competes for players with established titles such as Valorant, Overwatch and Fortnite, so the launch went to creators already working in those verticals rather than to general entertainment channels.
Marvel Rivals is the subject of play rather than an advertised product, with briefs written to show off its visuals and gameplay inside each influencer's own content.
Shooter fans watch the creators they already follow play, so the page frames dedicated streams and an influencer battle as the way to show the game's competitive experience in an extended format.

Creative & Execution System

Assets & channels

  • Twitch
  • YouTube

Partners

  • Media Bodies

Results & Evidence

MetricValue
Views3M+ views
Influencers5 influencers
Content Pieces9 content pieces

Why Media Bodies' strategy worked

  1. 1

    Casting from prior performance reports and audience behavioural data lets a game launch buy attention from viewers who already match its demographic, rather than paying for reach that has to be filtered afterwards.

  2. 2

    A face-off between two influencers turns a sponsorship into an event, because each creator's audience has a reason to watch the other side, and the extended format shows competitive play rather than describing it.

  3. 3

    Writing a separate brief for each influencer and their audience keeps an integration close to the channel's usual content, which is how the page connects reach with authenticity in a launch carried by 5 influencers.

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