SPACE MARINE 2

BRIEFING

  • Publisher: Focus Entertainment

  • Developer: Saber Interactive

  • Game: Warhammer 40K: Space Marine 2

  • Gaming Platforms: PS5, XSX, PC

  • Goal: Drive sales

  • Release Date: September 9, 2024

  • Geos: English, German, French, Intergalactic

  • Social Platforms: YouTube, TikTok, Twitch

  • Benchmark Games & Targeted Audiences:

    • WH40K fans & action co-op fans → WH40K Games, World War Z, Left 4 Dead, Vermintide, Killing Floor, Payday 2, Deep Rock Galactic

    • Action-adventure fans → The Last of Us 2, Destiny 2, Devil May Cry 5, Hades, Uncharted, Marvel’s Spider-Man, God of War, Horizon Zero Dawn

    • Sci-Fi & action fans → Star Wars, The Expanse, Marvel movies, Transformers

ABOUT THE GAME

Warhammer 40K: Space Marine 2 is a brutal third-person action shooter where players step into the armor of Lieutenant Demetrian Titus, an Ultramarine built to battle endless hordes of Tyranids across the galaxy. The game blends solo and co-op experiences with visceral melee and ranged combat, set in the grimdark Warhammer universe. Featuring Saber Interactive’s Swarm Engine, Space Marine 2 delivers massive battles with hundreds of enemies on screen, intense combat, and deep customization options across its PvE and PvP multiplayer modes that put players in the boots of the Angels of Death.

CAMPAIGN APPROACH

Strategy & Activation Concepts

The varied vastness of the 40k universe required a diverse approach in its outreach, in order to reach everyone on Holy Terra. For this reason, the campaign incorporated both standard gameplay content sponsorships and creative activations that resonated with Warhammer fans and broader action/sci-fi gaming audiences.

Key Challenges

  • Crafting unique, high-impact activations that fit within the Warhammer IP without conflicting with Games Workshop’s strict lore guidelines.

  • Developing fresh marketing approaches for a long-standing franchise while keeping existing fans engaged and attracting new audiences to the 41st Millenia.

  • Ensuring content beyond just standard gameplay that felt authentic to the Warhammer 40K universe while driving engagement and sales.

Execution & Content Breakdown

We pivoted towards bigger, high-impact activations, including:

  • Custom-built Warhammer 40K sculpture.

  • Real-life Space Marine armor built.

  • High-production lore videos exploring the Warhammer universe catered to welcome in new fans.

  • Co-op gameplay sessions on streaming  and video with top creators.

  • TikTok with Spark Ads campaign boosting Warhammer-themed viral content.

We divided content into three core pillars:

Live Streaming (Twitch)

  • Co-op streams with popular FPS & action game creators.

  • HandOfBlood appeared in full Ultramarine armor—one of the most epic moments of the campaign.

YouTube Sponsored Content

  • Focused on gameplay deep dives, lore analysis, and cinematic-style content.

  • Featured both individual creators and collaborations.

  • Mix of raw gameplay & storytelling.

  • Counted on NerdForge to create a Real-life Space Marine armor, forged for mankind’s darkest hour.

TikTok Spark Ads

  • Short-form content focused on showcasing the game USP.

  • Leveraged with a Spark Ads campaign to boost the content reach.

RESULTS

Paid Campaign Performance

YouTube

  • 140% of estimated views achieved

  • 2.5M+ views across sponsored content

  • Top Content Highlights:

Twitch

  • 116% of Average Concurrent Viewers (ACCV) target achieved

  • 441.6K+ hours watched

  • 3+ hours of average overtime per sponsored stream

  • 303% of estimated ACCV reached

  • Top Stream Highlights:

TikTok

  • 332% of estimated views achieved

  • High engagement rates driven by viral influencer content

  • Top Performing Content:

CONCLUSIONS & LEARNINGS

  • High-impact activations drive engagement & brand affinity → The custom sculptures, real-life armor, and lore-driven content resonated extremely well with the Warhammer fanbase.

  • Diversified content formats maximize reach → The combination of gameplay, lore deep dives, cosplay, and handcrafted creations ensured we captured multiple audience segments.

  • Longer streaming sessions boost organic engagement → The 3+ hour overtime per sponsored Twitch stream helped drive more sustained visibility for the game.

FINAL THOUGHTS

The Warhammer 40K: Space Marine 2 campaign exceeded key performance indicators across YouTube, Twitch, TikTok, and the entire Imperium of Man. By combining high-impact creative activations with strategic content partnerships, we successfully captured both hardcore Warhammer fans and broader action-gaming audiences, driving strong visibility for the game’s launch.

Glory to the Emperor.