Position Metaphor: ReFantazio as a leading AAA JRPG franchise by leveraging a multi-platform influencer campaign to drive awareness, engagement, and pre-orders. By blending ATLUS and Persona fans with new JRPG players, we created an evangelist community that amplified excitement leading up to launch. Through strategic creator partnerships and platform-specific activations, the campaign ensured broad visibility while maximizing viewer retention.
STRATEGIC EVENTS
The Metaphor: ReFantazio campaign engaged fans through immersive experiences, exclusive content, and real-world activations that resonated with both ATLUS loyalists and new JRPG players.
The journey began at Summer Game Fest, where select influencers received exclusive hands-on access to Metaphor: ReFantazio at the SEGA Showcase, generating early excitement. A bespoke event in New York City provided an opportunity for creators to capture exclusive content alongside developers, offering deeper insights into the game. At PAX West and TwitchCon, a partnership with creative agency BOND brought influencers to a custom campaign bus, blending real-world engagement with digital amplification.
The campaign also expanded into unexpected spaces. As part of the SEGA/ATLUS + F1 partnership, Alanah Pearce traveled to Singapore to interview F1 drivers, introducing Metaphor to a broader audience beyond traditional gaming circles.
LIVESTREAMING + DEDICATED VODs
A mix of JRPG/RPG-focused and variety creators participated in the campaign, extending Metaphor: ReFantazio's reach. Twitch streamers played a central role at launch, while YouTube creators contributed curated Let’s Plays and long-form content to sustain ongoing interest. On TikTok, a diverse group of travel vloggers, cosplay influencers, and diorama artists created short-form content designed to captivate and engage new audiences.
The campaign also featured OfflineTV’s Road Trip to TwitchCon, a content-driven activation that incorporated Metaphor into their travel experience, blending organic storytelling with influencer engagement.
SOCIAL AMPLIFICATION
Metaphor: ReFantazio maintained a consistent presence across social media, keeping the conversation going from reveal to launch.
An interactive election-style campaign encouraged fans to engage with Metaphor’s world through a creative election poster filter on Twitter (X), while influencer content provided additional bite-sized storytelling to sustain engagement.
MAILERS + EARNED MEDIA
High-value seeding kits were distributed to select creators, generating significant organic buzz and engagement. Earned game key distribution contributed to strong media value, reinforcing the role of influencer-driven reach in the campaign’s success.
The Metaphor: ReFantazio campaign successfully positioned the game within the competitive JRPG space, exceeding key engagement and visibility benchmarks:
By executing a data-driven, multi-platform influencer strategy, we delivered a high-impact launch, blending targeted creator activations with immersive experiences and high-engagement content. This momentum propelled Metaphor: ReFantazio to a record-breaking debut, selling over 1 million copies in its first 24 hours—making it Atlus’s fastest-selling game ever. The campaign’s success continued to soar, culminating in the game being crowned RPG of the Year at The Game Awards.
