Case Study
Ubisoft Rainbow Six Siege X Launch
To launch Rainbow Six Siege X, Ubisoft set out to create a live experience that defied the conventions of traditional esports reveals.
Goals
The objective was to capture fan attention on-site and online with a cinematic, narrative-driven moment that could generate viral reach across platforms and communities.
Audience
The showcase targeted a global audience of players, fans, streamers, and influencers. In-person attendance included 500 guests, while the livestream activation was designed to simultaneously engage Ubisoft’s massive Creator network and the broader Twitch community.
Solutions
A historic industrial venue was transformed into an immersive showcase designed for both live theatrics and global broadcast impact:
- Cinematic Reveal. A fully destructible brick wall exploded on cue to unveil the Siege “X” logo—engineered with audio and FX integration to deliver a dramatic, on-brand moment.
- Livestream Integration. As the “X” was revealed, 48 Ubisoft Creators launched coordinated streams to boost viewership and drive engagement to the main broadcast.
- Immersive Environment. Guests explored interactive game elements including breach panels, vaults, gadgets, and bomb props—all built to mirror in-game assets.
- Fan Collaboration. Many scenic and tactical elements were designed in collaboration with Ubisoft’s Creator community, adding layers of authenticity and fandom-driven detail.
Results
The broadcast reached over 1 million cumulative views, trended globally across social media, and remained the #1 stream on Twitch throughout the event. In-person attendance hit capacity, and Ubisoft exceeded engagement benchmarks across all channels. The Siege X Showcase proved that blending live theatricality with Creator-driven streaming can turn a franchise moment into a global cultural event.
Want to craft a launch that breaks the mold?
We help brands deliver moments that live far beyond the venue.