Capcom used Play Quests to drive excitement and engagement for the debut of Terry Bogard, a newly introduced fighter, reaching players across Desktop and Console.
Results
Overview
Street Fighter 6 is the latest installment in the iconic Street Fighter fighting game series, developed and published by Capcom. It features new gameplay mechanics, improved graphics, and an expanded roster of characters.
Objective
Capcom aimed to boost excitement and player engagement by introducing Terry Bogard, a popular Fatal Fury character, into Street Fighter 6. This move sought to attract fans from both franchises, showcase the game's expanding roster, and highlight its cross-over appeal. By adding Terry Bogard, Capcom aimed to generate buzz in the fighting game community, potentially attracting new players and rekindling interest among long-time fans.
Solution
Capcom launched a special multi-platform Quest available on Desktop, Xbox, and PlayStation consoles to maximize player participation. The Quest featured an exclusive collection of Discord collectibles featuring favorite Street Fighter characters, available for purchase in the Discord Shop. This comprehensive campaign—combining the Quest, Shop drop, and full-funnel marketing activation—created a moment worthy of Street Fighter's latest launch.
Results
The Street Fighter 6 Quest on Discord attracted over 500,000 participants, driving a 17% increase in player count during launch week. The exclusive Street Fighter 6 Battle Field avatar decoration proved particularly popular, contributing to an 18% increase in Discord playtime hours during the seven-day campaign. Fans enthusiastically shared the Quest and proudly displayed their SF6 avatar decorations across Discord generating substantial buzz for the new release.
