Case Study
Ubisoft: Doubling the Category Benchmark on a Franchise Launch
Plaza Creator Partners' team used competitive creator intelligence to shape the casting and content approach for Ubisoft's Assassin's Creed Black Flag Resynced launch, with average collaboration performance at more than twice the category benchmark.
The Challenge
Ubisoft needed to introduce the new Assassin's Creed release while preserving the credibility and nostalgia of one of the franchise's most recognized titles. The challenge was not finding creators with reach, but identifying voices that could make the launch feel native to gaming communities.
The Approach
Before casting, the team benchmarked the recent paid creator activity of the category's leading publishers, including PlayStation, Capcom and Bandai Namco: more than seven million views of sponsored gaming content analyzed, 29 creators profiled, and the audience response behind every collaboration read comment by comment. The research showed that broad lifestyle and entertainment creators consistently weakened credibility in gaming campaigns. Casting was therefore concentrated on creators who genuinely live inside gaming culture, with content built on authentic recommendation, nostalgia, and each creator's existing relationship with their audience.
The Results
Ten creators produced ten original videos across TikTok and Instagram, generating twenty posts, 2.24 million total views and more than 35,000 engagements. Average performance per collaboration exceeded twice the category benchmark established in the team's own research.
Frameworks applied: Competitor Creator AnalysisEmotional Response AnalysisCreator Context Analysis
Delivered by the team now leading Plaza Creator Partners, operating at the time through Viplink.