OUR WORK
LAUNCHING A NEW FPS MULTIPLAYER GAME BUILT FOR COMPETITIVE GAMERS UNDERPINNED BY WEB3 TECHNOLOGY
THE BRIEF
Web3War, a free-to-play competitive multiplayer FPS title, approached AND THE NEW to drive their entire marketing function with the objectives of increasing the active player base (DAU and MAU) and driving revenue through in-game microtransations.
To deliver, we built a strategy designed to deliver for both the traditional FPS gaming audience and the Web3 crypto audience. We quickly understood that both audiences wanted different things (gaming audiences wanted a great game to play and the crypto audience wanted an economic opportunity). However, both audiences shared the desire for one thing: hype.
To drive growth, we delivered across the entire marketing mix from delivery of paid media through to organic social media, in-game advertising, sponsorship management, influencer and streamer management, and content creation.
OUR APPROACH
We launched with a bold, emotionally charged campaign - "Know Our Name" - designed to spark pride within the sport and curiosity from new fans. Through brand positioning, audience insights, and creative development, we defined a tone of voice that made the British Basketball League feel real, local, and unmissable. Our strategy was built around three pillars: drive awareness, grow affinity, and convert attention into action.
From there, we built out a full-season plan, covering organic social growth, performance marketing, YouTube optimisation, and full-funnel campaign work. We told authentic stories, elevated player personalities, and leaned into rivalries and moments that gave the league a distinct identity.
EMBEDDED & INTEGRATED
We operated as a fully embedded extension of the British Basketball League team across strategy, content, creative, and performance. From the very first media day, we worked with all teams and players to capture a season’s worth of high-quality content. Our team worked closely to deliver the league’s weekly always-on social output, from player MVP spotlights and game recaps to platform-native fan content that kept audiences consistently engaged. Over the course of the season, we delivered more than 750 bespoke digital assets that not only hyped the league but educated and converted new fans.
Beyond organic content, we led on major campaign development and execution including the bold brand refresh campaigns Know Our Name and Now You Know, which gave the league a powerful and unifying voice. We also drove performance marketing covering direct ticket sales, campaign boosts, and paid sponsorship activations ensuring every piece of creative was working hard commercially. In-stadium, we created on-brand assets for matchdays, finals, and OOH to give fans a seamless experience across digital and physical touchpoints. From social growth to ticket sales, we brought the British Basketball League to life across every channel.
We helped transform the British Basketball League into one of the UK’s fastest-growing sports properties — driving viewership, growing culture, and converting content into commercial success.
Social media impressions
162%
From 11.8M to 31M
Social following growth
34%
A rise of more than a third
Growth in video views
1,308%
From 1.4m to 20m
Sold out Arena venues
3x
O2 Arena London, Utilita Arena Birmingham, and Emirates Arena Glasgow
