Monster Hunter Wilds
Briefing
Developer / Publisher: CAPCOM
Release Date: Feb 28, 2025
Platforms: PC, PlayStation 5 / Xbox Series X|S
Goal: Generate hype and showcase co-op mechanics in a format that appeals to veterans and newcomers
Regions: Germany, France, Spain & Italy
Strategy: Squad-based Twitch activations with a challenge system and community rewards (Sub Gifts + game key giveaways)
ABOUT THE GAME
Monster Hunter Wilds takes Capcom’s iconic action-RPG formula to new heights, immersing players in vast, living ecosystems where every hunt feels strategic and every encounter unpredictable. With dynamic multiplayer, innovative traversal mechanics, and the franchise’s signature ecosystem-driven combat, the game challenges players to adapt, cooperate, and master both environment and prey. The pre-launch excitement across Europe reflected just how eagerly fans were ready to dive into this next chapter of the legendary franchise.
APPROACH
In Germany we activated 16 creators (100% response and confirmation rate), forming a diverse and inclusive selection. All squads included a mix of experience levels (veteran, lapsed and newcomer) to complete some challenges like:
Defeat a Quematrice together
Catch 4 different fish
Cook 10 perfectly grilled steaks
In France we challenged two squads of three creators each to complete various achievements over the course of three days. We also collaborated with one creator to bring some of the Monster Hunter recipes to real life through creative short-form content. Some of the challenges were:
Take two pictures using photo mode: your Palico and a Baby Seikret
Go to Azuz Village and take a group picture in front of the forge
Take a group picture in a custom pop-up camp around fire
In Spain we paired two duos of one veteran and one newcomer, and challenged each to complete various challenges over the course of two separate streams..
In Italy we paired five duos with the same mix, to get as many challenges done in one stream.
Results
Cumulative Avg. CCV: 64,500
Cumulative Peak CCV: 86,585
Hours Watched: 233,400
Twitch VOD Views (DE): +500k
YouTube views (FR): +124k
100 minutes on average of stream overtime (per stream).
In Germany, various creators continued to stream Monster Hunter Wilds during the release weekend, outside of the sponsored hours, which resulted in an additional 280k hours watched.
TikTok Results
Total views: +1.4 million (780k coming from Spark Ads)
Highlights
In Germany:
SimplyOzzy: 596% over estimate
Repaz: 372% over estimate
Sterzik: 214% over estimate
KDRKitten streamed in cosplay
Diverse and dynamic challenge execution across squads
In France:
AlphaCast, LittleBigWhale & DrFeelGood squad here, here, here and here.
Shisheyu, Baghera Jones & Avamind squad here.
More than one hour overtime per stream and creator, noting the immersion of the creators on the game and the challenges.
The creative side of the activation had amazing results, reaching up to +1.000% over estimations with the TikToks here and here, and even getting one organic piece of content (here).
In Spain:
Recap video with more than 25k views on YouTube.
TikTok highlight clips from Pandarina, CabraVoladora and Mayichi.
Social media posts from creators (like this one, or this one, with hunter make-up on) close to 1m views.
FINAL THOUGHTS
Monster Hunter Wilds benefited from the internal coordination between regional approaches and general strategies that balanced local cultural understanding with consistent messaging around the game’s co-op appeal. The German campaign demonstrated the success of tightly structured, challenge-based formats. The French campaign also showed success with the challenges, but took it one step further with the creative concept of the cooking short-form content. Spain and Italy showed the importance of creator pairing and stakeholder coordination. Despite regional execution challenges, the campaign successfully generated awareness and community interest for the launch, with strong engagement and content quality across Twitch, YouTube, and social media.
