The pair executed the media, strategy, and creative development for this global campaign through an integrated approach to increase global awareness and drive new user acquisition.
“The Vault” campaign, which ran from May 14th through June 18th, featured a major, top-secret free game giveaway each week that players could acquire and keep forever. Media focused on digital and got placed across 21 markets, including the United States, Canada, Japan, Australia, Brazil, Mexico, Argentina, Chile, the United Kingdom, France, Germany, Spain, and Russia, to name a few.
“Since launching the Epic Games Store, we’ve always wanted to create a huge event around our very successful Free Games weekly program to give something awesome to players worldwide, and we decided to go big. We invested in acquiring the rights to give four of the biggest games in the world away free. We needed an agency partner who could execute big for us globally. Battery’s deep experience in gaming plus Havas Group’s media capabilities fit the bill. The results have exceeded our expectations,” said Steve Allison, GM Epic Games Store. “In 2020, we’ve been growing at a historic rate. Epic Games Store partners have a huge audience of players to sell their games to and receive 88% of the revenue, instead of only 70% as on other platforms.”
As a result of “The Vault” campaign, the Epic Games Store set many new user milestones, including average Peak Concurrent Users (PCCU) on PC of 13 million and Monthly Active Users (MAU) on PC of over 61 million.
Battery led creative out of Los Angeles and Havas led Media out of Chicago through Havas Group’s Village approach. Through this integrated approach, Havas Media and Battery will continue to drive more meaningful moments for Epic Games’ legions of fans.
“We are incredibly proud of this launch and the opportunity to partner with Epic Games, a true paragon of the gaming industry,” said Lisa Evia, President, Havas Media overseeing Chicago and Canada. “By crafting a meaningful media experience, we were able to authentically connect the brand with gamers and drive extraordinary performance and growth for the Epic Games Store on a global scale.”
“Battery was thrilled to partner with the Epic Games Store during this time to deliver incredible free games and value to players worldwide. We’re honored to help the Epic Game Store with this global initiative,” said Mike Parseghian, Partner/Head of Brand Management.