Hogwarts Legacy
How do you step into the already beloved Wizarding World, and chart a fresh course that still respects a global fan base? Our approach was to treat marketing as a conversation; a give and take centered on transparency and listening to meet the audience where they were at before guiding them on our journey.
The strategy started years before launch, seeding a steady drip of critical game and brand touchstones that would build intrigue while also nurturing growth through regular community engagement.
The result? $1.2+ billion in revenue, 30+ million units sold, and fans made up not only of the existing franchise, but the expanded world we created in Hogwarts Legacy.
Building Launch Buzz
Concepted and hosted pre-launch gameplay showcases with a fan-centered approach, bringing in community members to highlight gameplay pillars while building anticipation to maintain surprise and delight upon release. Showcases gained 9+ million total views across YouTube and Twitch. Also hosted and produced launch week live stream events, contributing to a record-breaking 1.3 million concurrent viewers on Twitch for the Hogwarts Legacy game category at launch.
Back to Hogwarts
Multiple collaborations with the Wizarding World team, including presenting Hogwarts Legacy announcements to Harry Potter fans at the franchise’s cornerstone “Back to Hogwarts” showcase events in 2022 and 2023. As the major release of 2023, a special collaboration was made on the set that year to immerse hosts in Hogwarts Legacy’s Room of Requirement.
The Wizardry Behind Hogwarts Legacy
Directed, produced, and hosted a not yet released feature-length documentary about the making of Hogwarts Legacy; a close-up look at the real-life magic of game development, fueled by our strategy theme of transparency and conversation.
Wizarding World Fan Immersion
Fans of the Wizarding World don’t just love it, they take it on as an identity. So these ASMR moments became exciting and engaging ways for fans to simply live in this world.
Studio Culture
The workplace is also a community, and I worked with the employer branding team at Warner Bros. Discovery to find the right story to tell about what it’s like to work at Avalanche.
Additional Content
Videos
Panels and Music and Malfoy, oh my!
