The decade-strong superhero combat hit expands its universe to PC, inviting a new wave of champions to experience immersive battles on their terms.
Sector
Gaming
Services
Advertising Campaign
Brand Strategy
Tale Of The Tape
For a decade, Marvel Contest of Champions (MCoC) has dominated the mobile gaming world, captivating over 300 million players with its immersive, high-octane superhero combat. Players assemble their ultimate team of Marvel heroes and villains—from Iron Man to Ant-Man—battling their way through iconic locations across the Marvel Universe.
This year marks a monumental leap for MCoC: the launch of its PC version. This isn’t just an expansion; it’s a strategic move to deepen engagement and draw in a new wave of champions. The challenge? To boldly introduce the PC experience while still honouring the mobile legacy, all with creative impact that will shatter the gaming universe.
Our strategic platform, Play Your Way, celebrates the benefit of playing on mobile or PC, giving gamers the freedom to play whichever way they want.
Creative Knockout
Everything about the mobile version of MCoC is epic, from the gameplay to the story. And the PC version only promised to make that experience even bigger. We needed a suitably epic spot to tell this story. So we took Beethoven’s Ode to Joy, perhaps the most epic song in history, and gave it a modern, Marvel makeover.
With lyrics highlighting the PC version’s plentiful benefits (and a few Marvel easter eggs sprinkled in) the song played over top of dynamic, neon-infused footage of gamers reacting with super-slo-mo joy while playing for the first time.
Blending humour and spectacular gameplay footage, the live-action film breaks through the conventional animation-heavy video game trailer and stands out as a testament to the epic experience awaiting anyone who takes up the fight on their bigger screen.
“Full Punch helped us re-imagine what a game trailer could be; linking game footage with emotive storytelling helped us create a trailer and accompanying campaign that stands out in the sea of same of the gaming world.”
William Hughes, Head of Creative Services
