Challenge

To promote the launch of New World with a variety of streamers across Europe, LATAM and SEA driving viewership of the game on Twitch.

Solution

AFK identified, contracted and managed influencers excited for the release of Amazon Games’ latest AAA title, New World, by matching their affinity and interest to the title and MMORPG genre. We handpicked streamers across various genres that showcased the game in creative ways, ranging from cosplaying to map exploration, from racing to endgame content.

Even though we only contracted these streamers for 4 hours of gameplay, the goal was to identify talent that would remain glued to the game throughout the launch week. The results speak for themselves; New World became the most watched and played game on Twitch for the launch period.

Key Stats

134 influencers responsible for 36.5% of the total hours watched globally

#1 most watched game on Twitch at 986K peak concurrent viewers

32.6M views gained & 22M hours watched average streamer delivered over 10X expected playtime