CASE STUDY
Overview
Released in December 2024, Marvel Rivals is a free-to-play, team-based PvP hero shooter developed by NetEase Games in collaboration with Marvel Games. Bringing together iconic Marvel superheroes and villains in fast-paced, action-packed 6v6 battles, the game entered a highly competitive gaming market with significant anticipation from players worldwide.
To build awareness and generate excitement ahead of launch, we developed a strategic Influencer Marketing campaign for NetEase and Marvel, partnering with a carefully selected roster of leading Twitch and YouTube creators.
Challenge
Launching a highly anticipated AAA title like Marvel Rivals required a strategic approach to stand out in the competitive gaming landscape and generate awareness, engagement and registrations among relevant audiences.
The challenge was to reach passionate shooter-game communities, capture their attention and showcase the game’s unique gameplay, visuals and competitive experience in an authentic and engaging way.
Solution
We developed a data-driven Influencer Marketing strategy, partnering with leading Twitch and YouTube creators across Hero Shooters, Fortnite and FPS verticals. Using previous campaign performance, audience demographics and behavioural insights, we selected influencers whose audiences aligned with Marvel Rivals’ core demographic.
A tailored content strategy combined dedicated streams, videos and shorter integrations, supported by bespoke creative briefs adapted to each influencer’s style and community. To further boost engagement, we introduced creative activations such as influencer-versus-influencer battles, showcasing the game’s competitive gameplay while encouraging audiences from both communities to tune in.
This combination of strategic targeting, authentic creator content and engaging formats helped maximise reach and drive strong campaign performance.
The campaign strategy focused on:
Influencer selection: Leading Twitch and YouTube creators across Hero Shooters, Fortnite and FPS.
Data-driven targeting: Reached the core audience of males aged 18+ interested in shooter games.
Multi-format content: Combined dedicated streams, videos and shorter integrations.
Tailored creativity: Custom briefs and influencer battles showcased gameplay and encouraged engagement.
Campaign results: Generated 3M+ views in under a week, within target CPMs.
Results
The campaign successfully generated over 3 million views, leveraging a targeted selection of gaming influencers and engaging content formats to build awareness and excitement around Marvel Rivals.
Campaign highlights:
3M+ Views: Generated significant reach and visibility among relevant gaming audiences.
5 Influencers: Activated leading Twitch and YouTube creators across key gaming communities.
9 Content Pieces: Delivered a mix of engaging content formats to showcase the game and drive audience interest.
Overall, the campaign successfully introduced Marvel Rivals to a highly relevant gaming audience, combining influencer reach, authentic content and creative activations to generate strong visibility and build momentum around the game’s launch.
5
Influencers
3M+
Views
9
Content Pieces
Examples
Explore a selection of creator videos produced for Brevo. These examples showcase how local creators brought the brand to life for diverse niche audiences.
YouTube Influencer Marketing
Podcast Influencer Marketing
TikTok Influencer Marketing
Instagram Influencer Marketing
Twitch Influencer Marketing
Experiential marketing