Final Fantasy XIV (FFXIV) is an MMORPG from publisher SQUARE ENIX, a massively multiplayer game whose direct competitor is none other than World of Warcraft (WoW). Like WoW, FFXIV is a game that connects generations, with each new expansion allowing new players to join a community that has existed and grown for 11 years, since the launch of FFXIV: A Realm Reborn. The game immerses players in a rich and immersive fantasy world, where everyone can forge their own destiny through thrilling quests and epic strategic battles. Its ability to gather millions of players around online events demonstrates the power of live and social content in this highly competitive industry. FFXIV is a perfect example of how a game can transcend generations while remaining deeply rooted in current trends.
Today, the Advertising team advises and manages media buying for FFXIV. It all started with Facebook campaigns in 2013 and then expanded to new digital media territories. Now, thanks to our approach focused on acquisition and retention, we activate the entire paid media portfolio available in 2024 according to key moments. At the heart of this media ecosystem, paid social remains key due to its massive audiences and the constant evolution of platforms in terms of format innovation. Audio and TV are not left behind but are only purchased programmatically to efficiently manage these broadcast spaces - goodbye GRP, hello CPM!
Since 2013, the agency has supported various game expansions, from Heavensward (2015), Stormblood (2017), through Shadowbringers (2019) and Endwalker (2021), up to this year's expansion with Dawntrail. Each of these expansions brings new media levers and new territories. Each expansion is a challenge for the media team to find the most effective broadcast spaces based on community and media affinities in each country covered by our campaigns in France, Benelux, Italy, Spain, Portugal, and South Africa!
Who better than Carburant to propose, create, and implement an Evergreen campaign for this game that our media teams know perfectly? To this end, in early 2023, the agency produced and directed a marketing campaign, The Campfire, for social media and digital platforms with 4 spots targeting different player typologies. Our knowledge of media levers combined with the agency's creative direction allowed us to produce a campaign that touched the hearts of both old and new players. Advertising creation is the agency's DNA, and other clients have benefited from our approach, such as Discord, Ubisoft, PARIS 2024 via OnLocation, and Delcourt, among others.
The media ecosystem is in perpetual motion, and we remain on the lookout for the latest innovations and regulations. For example, the end of cookies announced by Google for several years will not happen before the end of 2025, still leaving good days ahead for historical digital media. However, new players are already knocking on advertisers' doors, streaming platforms with Twitch leading the way, accompanied by YouTube. Gaming actors, particularly Roblox, Fortnite, and Minecraft, are new levers to consider. Roblox has just opened its platform to media buying so that tomorrow you can broadcast your spot and marketing campaigns directly in the heart of gaming sessions for millions of players.
We will return in more detail to these new opportunities in a future article to explore the benefits of this new approach to conquer Generation Z and Alpha.
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L'ère numérique a transformé la façon dont nous communiquons, travaillons, ainsi que la manière dont nous nous divertissons depuis les 4 dernières décennies.
