Built per audience and phase.
Audience- and phase-based creatives across programmatic, YouTube, social and premium CTV — 348 assets in total.
Gaming · 2026
Bringing an acclaimed soulslike to Switch 2.
Media PlanningProgrammatic · YouTube · SocialPremium CTV · USDirect Buying · JPCreative Production
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Relaunch an acclaimed soulslike. Reach fans and newcomers alike.
NEOWIZ brought the Complete Edition of Lies of P, the acclaimed 2023 soulslike, to Nintendo Switch 2. The challenge: reach both returning fans and new players across global markets.
A three-phase campaign took the release from announcement through launch into sustain. Audience- and phase-based creatives ran across programmatic, YouTube, social, premium CTV on Netflix in the US and homepage takeovers on Japan’s top gaming publishers — with performance data steering every next phase.
Campaign film
Every phase learns from the last.
Approach
Direct where it counts.
Premium CTV on Netflix in the US and homepage takeovers on Japan’s top gaming publishers, bought directly with the publishers.
Performance decides what scales.
Performance data decided what scaled next — top performers were taken multi-platform for Tokyo Game Show.
Three phases. One growing footprint.
411M
Impressions
across all phases
across all phases
5.757M
Clicks
1.40%
Click-through rate
348
Creatives
produced
produced
Why it matters
Every phase learns from the last, so budget follows what works.
Krat · Nintendo Switch 2
— Campaign summaryFrom announcement to launch to sustain —411 million impressions for Lies of P on Switch 2.