Amazon Games: New World
Tailoring creative concepts to gaming personas.
After launching their anticipated MMO game ‘New World’, Amazon Games approached our team to develop a series of social-first video concepts to run creative testing.
Four concepts were executed inspired by gamer personas & motivators, based on internal industry data and 3rd-party research. This campaign was launched on TikTok, Instagram stories, and Snapchat.
Concept 1: "For Power. For Glory. For New World!". Tailored to players interested in large PvP combat experiences. To entice gamers to discover the action-packed adventure of New World, we presented an epic troop-rallying speech, showcasing the mighty battles that await on Aeternum.
Concept 2: "Fireside Tales. Legends of Aeternum". To attract prospective players motivated by quests, we teased New World’s most thrilling Expeditions (dungeons) through fireside stories, urban legends of Aeternum told by a character within the game.
Concept 3: "Become New World’s Newest Legend". Targeted to players motivated by character progression, role playing, and customization. We showcased the stories and crafts they can master in New World, presenting the various characters they can embody to conquer Aeternum.
Concept 4: "The Colliding Forces of New World". To target players seeking entertainment through immersive storytelling, we introduced New World as an intense and exciting gaming experience, highlighting action-packed gameplay and teasing the story’s central conflict: the deadly fight for Aeternum.
