Krafton
PUBG: NEW STATE Global Launch Content Marketing
Led global launch of a AAA next-gen mobile title with full-funnel strategy, differentiating from PUBG Mobile.
— 01 Objective
Lead global launch of a AAA next-gen mobile title with full-funnel strategy, differentiating from PUBG Mobile.
— 02 Strategy Testing → Differentiation → Global Content
- Alpha/beta tests translated into transparent pre-launch content.
- Futuristic world, advanced movement, vehicle physics, improved combat → user messaging.
- Diversified formats: trailers, teasers, music storytelling, in-game explainers.
- Global influencer plan across US, EU, APAC.
— 03 Execution
- Pre: worldbuilding teasers, dev diaries, testing recaps.
- Launch: global trailers, creator-led breakdowns.
- Post: update explainers and patch-note breakdowns.
— 04 Results
- 50M+ global pre-registrations; strong creator amplification.
- Improved player comprehension via simplified content.
- Strengthened content consistency across dev and marketing.