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 grew globally, with the biggest change in previously soft territories the new model unlocked. The unified architecture concentrated demand at the digital storefront, where more visitors converted. Acquisition got more efficient as every region worked from the same measurement frame.

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