Square Enix × AYMI

Square Enix's IP travels globally; the marketing playbook didn't, evenly. Each region was running its own pre-launch motion with different KPI, different creative, and uneven measurement. Pre-sales were strong in some territories and thin in others without a clear diagnosis.

The brief was a unified digital-first release model — same architecture across regions, localized at the surface, measured cleanly across all.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Region-by-region funnel diagnostic. Found that soft territories had soft mid-funnel (wishlist → conversion), not soft awareness.

2. Step 02Strategy

   Unified release architecture: same five phases across regions, localized creative and offer layer, single measurement frame.

3. Step 03Creative

   Modular creative system anchored on title world, localized through region-specific narrative beats and platform behaviors.

4. Step 04Launch

   Coordinated global rollout. Digital storefronts treated as primary distribution; physical channels as secondary.

5. Step 05Optimize

   Region-weighted ROI tracked daily through launch window. Spend rebalanced mid-launch as previously soft territories lit up under the new mid-funnel work.

Pre-sales lifted 750% globally with region-weighted ROI up 88% — the gain weighted toward previously soft territories the new model unlocked. Digital downloads climbed 230% as the unified architecture concentrated demand at the digital storefront. CAC dropped 42%. Storefront conversion lifted 62%.

What the launch proved: the IP wasn't soft anywhere. The playbook had been.