Watch_Dogs Live

This case study explains how Ubisoft, the video game developer, engaged gamers and sustained their interest for its new game, Watch_Dogs, in Canada.

Watch_Dogs Live

Publicis Montreal

Situation analysis

Overall assessment

The gaming world is notoriously competitive. As gaming has moved from niche to mainstream, fewer and fewer producers battle for market share, each investing hundreds of millions of dollars in the development of newer and ever-bigger franchises. Marketing investment is focused on a few big titles every year, and focus is on launch – because, like a Hollywood blockbuster, successful launch translates to sale.

But months – not weeks – can pass between launch and release. In 2013, Ubisoft's big bet was Watch_Dogs, an open world action-adventure video game played from a...

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