CASE STUDY

Celebrating the 10th Anniversary of Brawlhalla on Roblox

Ensuring relevance with the next generation of gamers

#1

Gaming IP Integration on Roblox in 2024

45M+

Gameplay Sessions

256M+

Brand Engagements

708M+

Minutes of Gameplay

Client Challenge

As Brawlhalla approached its 10th anniversary, Ubisoft faced the challenge of reaching a new generation of Gen Z and Gen Alpha players in a way that felt fun and relevant to them, helping the IP to not only endure the changing gaming landscape but expand its cross-platform community of more than 100 million players.

Campaign Objective

Creating Relevance & Fandom: Introduce Brawlhalla to a new generation by bringing the brand directly into the Roblox experiences they already love, meeting them where they spend their time.

Delivering Fun: Bring the world of Brawlhalla to Roblox in a way that stays true to the game’s gameplay while making the experience more fun for players.

Tap into IP Collaborations: Create a unique crossover that delivers for both the iconic TMNT and Brawlhalla fandoms, connecting passionate communities and amplifying excitement around both IPs.

Execution

Intending to build relevance with the next generation of Gen Z and Gen Alpha gamers, Ubisoft collaborated with Gamefam to bring Brawlhalla to Roblox once again - this time, bigger than before.

The one-month activation took over two of Gamefam’s most popular experiences: Car Dealership Tycoon and Teenage Mutant Ninja Turtles Battle Tycoon:

Exclusive UGCs: By completing in-game quests, players could unlock Brawlhalla-themed UGC avatar items that were available only for a limited time.

Crossover: At the core of the campaign was a mashup between Brawlhalla’s roster of heroes and Paramount’s legendary Teenage Mutant Ninja Turtles. Players could battle alongside characters from both franchises - marking the first time ever these iconic fighters united on Roblox, and only the second time in gaming.

Influencer-Led Content: To reach the largest audience possible, the campaign was supported by popular Roblox content creators who produced engaging content.