Hell Let Loose / Hell Let Loose: Vietnam

Team17 partnered with 1minus1 to run a seven-month paid digital marketing campaign across the Hell Let Loose franchise, with two distinct but interconnected objectives.
For Hell Let Loose, the goal was to drive consistent sales uplift across a sustained campaign window, maintaining commercial momentum through seasonal peaks including Black Friday and the Winter Sale while keeping the title active and visible between them. For Hell Let Loose: Vietnam, the objective was to maximise the impact of the announcement reveal and convert that initial excitement into sustained, month-on-month wishlist growth throughout the post-announcement cycle, building a strong audience pipeline ahead of launch.
Both campaigns demanded a multi-platform paid strategy across Meta, TikTok, Reddit, and Google, with each channel deployed intelligently according to its audience fit and funnel role rather than as a blanket broadcast approach. Continuous creative optimisation and data-driven iteration were built into the process from the start.
The ambition was clear: deliver measurable commercial results for an established title while simultaneously building long-term launch momentum for its successor, all within an agreed budget and against defined performance benchmarks.