Behind Biborg's Multi-Channel Campaign Driving the EMEA Launch of Monster Hunter Wild

Feb. 28, 2025

Marking nearly eight years of successful collaboration since the release of Capcom’s best-selling Monster Hunter: World™ in January 2018, the video game company is once again partnering with gaming and entertainment creative agency Biborg for an extensive, multi-channel campaign for one of the most anticipated releases of the year: Monster Hunter Wilds™. Spanning paid media, social media, out-of-home (OOH), digital out-of-home (DOOH), and influencer marketing, the campaign is designed to immerse audiences in the game’s dynamic, ever-changing environments.

Bringing Monsters to Life: The Road to Launch

Monster Hunter Wilds is the brand-new entry in the award-winning Monster Hunter™ series, expanding on the franchise’s rich ecosystem of towering beasts, where players hunt larger-than-life foes across expansive natural environments.

For the launch, Biborg crafted a 360° campaign to captivate both veteran and new players including an expansive outdoor campaign to bring the game to life across Europe, with 462 screens in France’s train stations alone, online teasers to showcase the latest features and fuel anticipation, and an influencer activation pairing veteran hunters with newcomers beginning today and running until March 2nd in key markets like the UK, Spain, Italy, and the Middle East. 

As Capcom Europe’s media agency, Biborg worked together with Mediacom, the media agency of Playstation, to build the campaign’s comprehensive outdoor and online paid media strategy covering the UK, France, Spain, Italy, and the Netherlands, using:

• Twitch played a key role in recruiting players for the open beta, with tactics including 30-second video ads, display banners, overlay ads, and live streams to showcase the in-game biomes
• Social Media platforms like Reddit, YouTube, TikTok, and Meta were selected to reach audiences with tailored video content, discussions, and community engagement, with Reddit in particular serving as a key platform for driving conversions, with the highest index among target audiences
• Premium Partnerships with gaming sites like IGN, Gamestar, and JeuxVideos and CTV platforms like Samsung, Netflix, and Prime Video for high-impact visibility among gaming enthusiasts at launch time
• Programmatic buys via SlackAdapt and Nano Interactive to reach audiences identified by context and online behavior, who are targeted with video ads across gaming, tech and entertainment content, including connected TVs thanks to automated content recognition

Reviving the Primal Instinct: A Multi-Phase Approach

The campaign kicked off well ahead of Monster Hunter Wilds’ February 28th release date, just after the game’s third trailer made its debut at the annual Gamescom conference in August 2024, when Biborg first urged Monster Hunter fans to switch their hunter mode back on with assets highlighting the game’s features to encourage pre-order.

On November 1st, players were given a chance to roam the immersive world of Wilds for the first time in an open beta. Knowing the early access was limited in time and required a pre-load, Biborg chose to deliver direct and informative messaging while showcasing key features to gear gamers up. They prepared a series of pre-load YouTube shorts, and a 30 second pre-roll for players to “Join the Hunt”, and for the game’s second beta, Biborg prioritized high-visibility placements across Twitch and YouTube, with targeted placements on Meta and reddit.

The extensive campaign will continue well after the launch with additional paid media and creative content, reinforcing the game’s presence across all platforms and keeping fans engaged, immersed in the world of Monster Hunter Wilds. 

Alex Humpage-Versavaud, Chief Media & Strategy Officer at Biborg shared:

"The launch of Monster Hunter Wilds is a thrilling event in the 2025 gaming calendar and at Biborg we’re thrilled to be at the heart of a collaboration spanning all of Europe and bringing together Capcom, Sony PlayStation and EssenceMediaCom. This number of stakeholders presents a significant challenge, requiring a deal of precise coordination to ensure multiple smooth beats from the announcement through the beta phases and to launch. However with Biborg’s blend of strategic planning, excellent creative and rigorous and effective media buys we ensured both maximum visibility for Monster Hunter Wilds and an immersive marketing experience, reaching players across loads of touch points. Launches like this are the reason we work in this industry."

 

Antoine Molant, EMEA & UK Marketing Director at Capcom said:

"Biborg has been an invaluable partner for us over the years, consistently delivering innovative and impactful campaigns. Their creative vision and media expertise have been instrumental once again in delivering an exceptional campaign for Monster Hunter Wilds. They’ve captured the excitement and the scale of the game and we’re thrilled with the results. We’re confident our campaign will resonate with both our dedicated fanbase and new players alike, driving significant awareness and engagement alike.”