Launching Fall Guys Free for All Across China

| Project Background |

Fall Guys is a large-scale knockout game built around racing, survival, cooperation and team challenges. The paid title became a breakout hit when it launched in 2020, attracting more than 1.5 million players in its first 24 hours. After two years of updates, Fall Guys became free to play across all platforms in June 2022.

Following a competitive selection process, Epic Games chose U-SEE as its communications and promotion partner for Fall Guys in China, recognising the team's experience and insight within the console-gaming community.

| Marketing Strategy |

The move to free-to-play was an opportunity to welcome more people into the world of Fall Guys, expand the game's influence and strengthen overall brand awareness.

The campaign had to answer four questions: how could the news reach potential players precisely, how could it attract their attention, how could the game's broad appeal be demonstrated, and how could its playful energy be shared at scale?

U-SEE developed a two-platform strategy led by key creators and amplified by a broad creator network. Bilibili and Douyu served as the two main channels. Leading creators initiated the conversation, while mid-tier and emerging creators expanded it through video and livestream content across the wider gaming community.

| Execution Review |

1. Bilibili — top creator Mou Huan Jun ignites a video ecosystem

U-SEE collaborated with Mou Huan Jun on a customised visit to the Epic Games office. The video exceeded one million views within its first week and gave the wider campaign a strong opening.

Watch the collaboration video

Behind the finished film, U-SEE worked closely with the Epic Games and creator teams on lighting, sound, level design, props and every production detail needed to achieve the intended result.

The campaign also released Mou Huan Jun's in-game outfit and launched the Shining Beans Summer Carnival original-video programme. More than 1,000 original submissions extended the campaign through Bilibili's creator community.

2. Douyu — Nv Liu and yjj lead the Fall Guys livestream challenge

On Douyu, popular creators Nv Liu and yjj joined 16 mid-tier streamers for the Fall Guys Forward Challenge. The programme combined scheduled broadcasts, participation rewards, streamer recruitment and an original highlight-video competition.

Leading and mid-tier streams attracted 930,000 viewers and more than 18 million heat points. Recruitment brought more than 150 additional streamers into the activation, generating over 10 million further heat points.

| Summary |

Although Shanghai experienced three months of disruption from March to June, the two-platform campaign created a new wave of attention for Fall Guys among console players. Search interest increased by 203% year on year and 185% over the previous period, while new-player growth exceeded expectations. The campaign demonstrated U-SEE's principle of creating greater communication value from a focused investment.

Source: Baidu Index