Tales of Arise is the 17th main instalment in the Tales Of franchise, Mavericks third foray into the series, and (massive congratulations to our partners at Bandai Namco Entertainment) The Game Awards' Best RPG of 2021! We're proud to have helped on such a great launch campaign, especially for such an amazing title and for a truly global audience.
Check out a quick overview of the project here, and scroll down for more detail on the individual elements of the campaign!
To kick start the campaign, our first piece focused on the titles gameplay features and the spirit of adventure that cement the Tales Of titles as fan favourites – from Rappigs (but definitely not Piggits) to skits between the characters, this trailer truly was a labour of love, and we were rewarded with fan comments like “Man, it really looks like Bandai are pulling out all the stops for this entry.”.
The second element of the launch campaign was to promote the release of the titles Demo. Capturing game footage exclusively from this build allowed us to create a sizzle piece that helps build hype for the game without any spoilers, and showcase the quality of the experience players can expect. With a global showing during Gamescom’s Opening Night Live presentation, we were excited to bring the title to the widest audience possible!
As part of a wider celebration of the Tales of Arise launch, BANDAI NAMCO Entertainment also teamed up with world renowned violinist Lindsey Sterling to create a bespoke arrangement of one of the soundtracks new songs for a live performance at ONL. When we were asked to develop a virtual background for the performance, showcasing the twin worlds of Dahna and Rena was music to our ears!
Choreographed game capture set to the tailor made audio helps to explain the setting, gameplay, and teases the narrative – all with no vocals or captions, resulting in a global experience for one of the world’s biggest games industry show.
The final prelaunch piece in this campaign was designed to tip members of the audience sitting on the fence towards pre-ordering the title. Showcasing everything that makes the title attractive to fans of the franchise, alongside the breathtaking scenery and engaging gameplay players hope for in AAA RPGs, our goal for this trailer was to bring our experience in connecting Eastern titles to Western audiences to bear.
Following the launch of Tales of Arise, our final trailer for the campaign was a celebration. Drawing from a global pool of accolades, we tailored the asset for a wide range of territories by not only translating and versioning but through accolades from the best known sources in specific regions.
As the perfect celebration of the 25th anniversary of the Tales of franchise, Tales of Arise sold over 1m copies in the week of its release. We’re proud to have been able to help make the launch so successful, and we’re looking forward to seeing what’s in store for the 18th instalment!