Woman in blue hat with red eyes and forked tongue, man with knife, wide-eyed man behind "SIE LEBT" paper
Submitted by Game Influencer

Persona 5 Royal EU Release Creator Campaign

Influencer Marketing

Game Influencer ran a 25-creator campaign across Germany, France, Italy and Spain for the EU release of Persona 5 Royal, and the agency reports 10M+ views.

10M+Views
300K+Likes
227K+Hours Watched

Case in 60 seconds

Persona 5 Royal needed awareness and excitement around its EU release, so a game set in modern Japan had to reach potential players in Germany, France, Italy and Spain at the same time.

The campaign turns on subject match rather than gaming reach alone, because Game Influencer chose creators who make content about gaming, anime and Japan, which is where interest in a supernatural story set in modern Japan already sits.

Game Influencer built the release as an immersive experience spread across creator formats rather than a single placement, so pre-roll teasers, short-form videos and live play each carried a different part of the game to players.

Game Influencer placed pre-roll gameplay snippets on YouTube, had TikTokers make videos on the storyline, characters and mechanics backed by Spark Ads, and had influencers play the game live on Twitch while answering viewer questions. 4 influencers on a Package Deal released their videos on multiple platforms.

Game Influencer reports that the 25 campaign videos gained 10M+ views, 300K+ likes and 227K+ hours watched, and says all influencers received many positive comments from their audiences.

Strategy Breakdown

Potential players in the EU market, specifically audiences in Germany, France, Italy and Spain who follow creators making content about gaming, anime and Japan.
Game Influencer says the Twitch streams gave fans a chance to ask questions and learn about the game's features in real time, because live play invites conversation in a way a pre-roll teaser cannot.

Creative & Execution System

Assets & channels

  • YouTube
  • TikTok
  • Twitch
  • Instagram

Partners

  • Game Influencer

Creator role

  • Kurolily — creator
  • Cydonia — creator
  • Kurono — creator
  • TheLoneGamer — creator
  • LeChefOtaku — creator
  • raptorgamer_ — creator
  • oscaramau3 — creator
  • Djovannih — creator
  • Lee.andy — creator
  • Il_forla — creator
  • ravenplay_ — creator

Results & Evidence

MetricValue
Views10M+ views
Likes300K+ likes
Hours Watched227K+ hours watched
Influencers25 influencers
Package Deal Influencers4 influencers

Why Game Influencer's strategy worked

  1. 1

    Casting creators for the subject of their content rather than for gaming reach alone gives a Japanese title a ready audience, because viewers of anime and Japan content already carry interest in the setting.

  2. 2

    Splitting one release across pre-roll, short-form video and live streams lets each format do a different job, since teasers build curiosity while live play gives fans room to ask questions about the game.

  3. 3

    Running one creator roster across Germany, France, Italy and Spain lets a single EU release reach several language audiences at once, which a campaign tied to one country cannot do.

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