The volume on gaming Twitter is turned all the way up. Around 74% of people on Twitter are gamers and with over over 2B Tweets about gaming in 2020,1 the timeline is where the community gathers to share their love of new games.
To break through the noise, Amazon Games needed to create an entirely new fandom for their most ambitious game, New World. And Amazon recognized Twitter’s ability to level up a campaign, whether it’s launching something new or sustaining and connecting with the engaged gaming community.
Amazon Games knew that the timeline was the place to enter their New World.
Amazon grabbed the attention of gamers with a full-funnel tease, launch, and sustain campaign. And it had gamers watching New World on Twitch by the millions.4
To create massive buzz prior to launch, New World met gamers where they already were. Last year alone, there were 44M gaming Tweets from 2M unique authors.5 So New World streamed the beta-launched version of New World with select gamers to build anticipation and conversation before everyone else got their hands on it.
Next was the epic launch. Only 15% of brands are successful at meeting their launch KPIs. However, brands that include Twitter in their launch plans are 2.3X more likely to meet their launch KPIs.6
Here’s exactly how Amazon Games ignited out-of-this-world results, conversions, and conversations with the help of gaming Twitter.