PLAION set ambitious sales targets for Kingdom Come: Deliverance II and needed to establish the title as a global premium franchise. With a highly competitive RPG release schedule, the challenge was to cut through market noise, reach beyond existing RPG loyalists and differentiate KCD II from major competing titles. Fifty was tasked with creating a media strategy that could efficiently drive installs and sales while building long-term momentum.

The campaign needed to maximise share of voice and build engagement at key launch moments, scale from four core territories into 20 additional markets and manage a complex mix of platforms, audiences and localised creative. The strategy also needed to deliver media efficiency against ambitious forecasts, while using data to identify new audiences beyond core RPG players, channels and formats most likely to drive commercial impact, establish KCD II as a major global gaming franchise, and create a data-led foundation for always-on activity.

Fifty developed a three-phase media strategy spanning Pre-launch, Warm Up and Launch. Proprietary audience insights were combined with cultural and performance signals to understand player motivations and behaviours, then continuously evolve audiences, channels and formats in-flight. The Deep Silver Media Performance platform connected media activity directly to installs and sales, enabling Fifty to identify incremental impact and rapidly shift budget towards the activity driving the strongest results.

The campaign delivered 177% more installs than forecast, while achieving a Cost Per Install 32% lower than planned. This supported a record-breaking launch for KCD II, with 1 million copies sold in the first 24 hours and more than 2 million within two weeks. The game went on to surpass 5 million copies sold globally, demonstrating the commercial impact of an agile, data-led approach to gaming media.

Deep audience understanding enabled Fifty to move beyond traditional RPG targeting and identify audiences based on real player motivations and behaviours. Connecting media directly to installs and sales gave the team a clearer view of incremental impact than platform metrics alone, while real-time optimisation allowed budgets to follow performance as it emerged. The result demonstrates how audience intelligence, measurement and agility can turn ambitious gaming launches into scalable commercial success.