Gamers remain skeptical of Virtual Reality. So, to launch Asgards 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.

Our objective was to convince ARPG fans that AW2 was the 'must-have' AAA game of 2023. 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. To do that, we needed to show that we understood our audience and disrupt every channel in a way that remained authentic to the game. No marketing BS.

In the game, the god of mischief, Loki, unleashes chaos on the realms through cosmic portals. His beasts disrupt every world they visit, leaving behind a path of destruction.

Our idea was to pull that chaos out of the game and unleash it into the real world—to make VR feel more realistic than ever by letting Loki's beasts loose on the public, wherever they turned.

Our campaign, Enter Chaos, was both a statement and a call to action to control the chaos that Loki created. We wanted to disrupt and entertain with every piece of content, so we interrupted a live NBA, infiltrated popular social trends, and created a giant portal in the sky in Los Angeles. With each disruption a call to action—taunted gamers to try to tame the chaos that Asgard's Wrath 2 was unleashing on the gaming world and that Loki unleashed within the game.

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 are extremely vocal online with their opinions and 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 showing up at TwitchCon, to highjacking dash and doorbell cameras.

To make the disruption feel as real as possible, we needed to seamlessly blend the game with reality, blurring the lines between the game world and our world. We needed to bring cinema-quality realism to our TV commercials, a live TV broadcast, social media, and even an OOH stunt to make our disruptions indistinguishable from reality.

We meticulously crafted every piece of content by combining three techniques that historically don’t play well together—live-action, traditional VFX, and real-time animation using Unreal Engine 5. We turned VR into IRL by working with motion capture performers and the game’s developers to rebuild and up-rez each game character. Developing bespoke animation techniques for each piece of content, including holographs, films, social, and the MSG sphere.

Our disruption paid off. We achieved 1.7B+* total impressions, increased Quest device consideration by 31.7%, and made Asgard’s Wrath 2 the most downloaded Quest 3 game of the holiday season.

Most importantly, we turned skeptical VR gamers into advocates. Asgard’s Wrath 2 received a 10/10 rating on IGN and Android Central called us ‘the best VR game ever’. Comments on social referred to Asgard’s Wrath 2 as a “game changer” for VR, and “the best marketing for a VR game that I’ve ever seen” — cementing Meta Quest’s defining role in the future of gaming.

*according to Spark Media