Asgard's Wrath 2 is a fully immersive, groundbreaking VR game in which Loki, the game's antagonist, unleashes chaos with his army of beasts and monsters through magical portals.

Despite advancements in VR, gamers are skeptical about it, and think it can't deliver the same excitement as a console game. So, to launch Asgard's Wrath 2, the biggest VR ARPG (Action Role Play Game) ever created, we knew we needed something disruptive to get the attention and respect of this notoriously tough-to-please audience. And convince ARPG fans that AW2 was the 'must-have' AAA game of 2023.

Our goal was to go from a little-known Virtual Reality game to a VR headset-selling franchise in just three months—made even more challenging as we released during the holiday season—which meant competing with the release of the world's biggest game titles, not just VR games.

Even with the world’s most ambitious and exciting VR game ready to launch, it's hard to get gamers excited about a Virtual Reality game when they don't have a headset.

The Creative Idea: Without a VR headset or AR filter, we pulled the characters out of the game and unleashed them into the sky over LA. We put Loki's portal in the sky and chaos to the streets, making Asgard's Wrath 2 more reality than virtual

We targeted the gaming industry's most influential personalities and journalists as they left the year's most high-profile industry awards ceremony. Thousands of VIP guests were physically immersed in the world of the game as the sounds of chaos echoed around the streets, cosplay characters roamed the crowds, and the sky was filled with monsters and beasts as they attempted to escape from Loki's portal.

We needed to reach some of the most skeptical and highly critical people in the world – ARPG players. Not only do they hate being advertised to, they’re extremely vocal online with their opinions and are highly skeptical that VR could deliver the ARPG experience they’ve come to expect from the “real” ARPG blockbusters they love.

We couldn’t just tell them this new VR game is more immersive than any game before. We needed to build a world around them that was so immersive they couldn’t resist. Asgard’s Wrath 2 is a disrupter among ARPG with its first of its kind immersive technology. So we disrupted our audience as much as we could in as many places as we could where we knew they were watching – from opening a portal in the middle of an NBA game, to surprising them at TwitchCon, to highjacking dashboard and doorbell cameras.

We grabbed the attention of the gaming world by gatecrashing the biggest night on their calendar—The Game Awards. As thousands in attendance and over 118M gamers watched online, Loki interrupted to warn of the chaos that awaited outside.

What did they find? That we ripped a hole in their reality.

A hundred feet in the air, a 3D, holographic portal filled with gods and monsters ripped open the sky—with no AR filters or VR headsets.

This innovative new media placement used the world's largest suspended transparent screen, heavy-duty cranes, 3D spatial audio, volumetric lighting, and pyrotechnics to create a unique spectacle in the sky — blurring the lines between virtual and reality—as this OOH activation captured the attention of The Game Awards attendees.

The in-real-life portal could appear and disappear instantly—bringing the immersiveness of VR to the real world.

The stunt reached 1.7Billion impressions.*

The live stream audience at the game awards topped 118M views.

Organic views of the portal reached over 20M+.

Thousands of people saw the portal live as it loomed 100ft in the air in Downtown LA, outside the Lakers/Clippers basketball arena, on game day.

Perhaps more importantly, we turned skeptics into advocates, making the front page of Reddit and receiving overwhelming support for the stunt on social media. Our favorite comment is: "This is the coolest thing I've seen since the Tupac hologram."

As for our KPIs, Asgard's Wrath 2 was the #1 most downloaded Meta Quest 3 game during the holiday season, and Meta Quest 3 consideration increased by 31.7%. We also impressed the critics in attendance at the Game Awards with multiple 10/10 game reviews.

*According to Spark Media