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Tekken is one of the most iconic fighting game series, so when Maverick were briefed to work on the campaign for Tekken 7’s much anticipated release, we were happy to lace up our gloves and step into the arena...
Animation
Campaign
Creative Development
Social
Trailer
BANDAI NAMCO
Bandai's challenge to us was to open Tekken up to a newer and broader gaming audience and to make it more accessible to those who hadn’t played the game previously.
We would need to do this whilst respecting the core Tekken brand, and maintaining the appeal and respect of the hardcore Tekken fans.
The Maverick creative team came up with the idea to reposition the fighting game as a casual and social experience which can be shared amongst friends. The execution consisted of a story trailer that made the complex 20 years backstory of Tekken accessible to a western audience, and a launch trailer which evolved around a #TEKKENPARTY being enjoyed both at the party venue and live across different social media channels.
The disruptive and unique live action game trailer stimulated interest prior to launch with a 30 second teaser creating hype around #TEKKENPARTY, and including cameos from influencers such as NormanGenius and ComedyShortsGamer. Oh and of course… it’s packed full of Tekken Easter Eggs!
Buzz was created before and on launch day across major social media channels which resulted in helping take Tekken 7 to reach No.1.
Our work contributed to a huge launch for Tekken 7, which made it easily the most successful game in the series to date, and it continues to grow and engage a huge fanbase. In fact, according to Statista, Tekken 7 has reached ten million global unit sales as of December 2022 - up from nine million units sold as of June of that year, with the Tekken series having sold more than 54 million games in total.
