SEGA collaborated with Nakama Digital to boost pre-launch awareness and engagement for the release of Demon Slayer 2: The Hinokami Chronicles, connecting the game with a highly engaged anime and gaming audience.
Challenge
SEGA wanted to create buzz around the new title ahead of launch, tapping into niche yet highly active communities passionate about anime, Japanese culture, and gaming - all of which frequent the Japan Nakama platform.
The goal was to spark organic conversation and ensure that the game was discoverable by both existing fans and curious newcomers searching for related content online.
Execution
Influencer Collaboration: Coordinated with Wes to ensure his review aligned with SEGA’s key messaging while allowing for his authentic voice and audience connection.
SEO-Optimised Content: The editorial was crafted with keywords and metadata targeting fans searching for Demon Slayer game news, reviews, and buying options.
Paid Social Boosting: The IG Reel was boosted with custom targeting to reach anime fans, PlayStation/Xbox owners, and Japanese pop culture enthusiasts in the UK, US, and other English-speaking markets.
Results
Organic Reach & Discoverability: The editorial ranked in Google Search and appeared in Google Discover feeds, driving a surge of page views and sessions ahead of launch.
Community Engagement: Wes’s YouTube review received strong viewership and positive audience interaction, reinforcing authenticity and interest.
Cross-Platform Impact: Paid and organic reach on Instagram drove additional traffic to the Japan Nakama review and SEGA’s official game pages.
Powering the Launch of Demon Slayer 2 with SEGA
Solution
We crafted a targeted awareness campaign combining influencer collaboration, platform-specific content adaptation, and cross-channel amplification.
Influencer Review Partnership
We partnered with YouTuber WES GAMES, who reviewed Demon Slayer 2: The Hinokami Chronicles ahead of its release on his channel, giving fans an early and authentic look at gameplay, mechanics, and overall experience.Editorial Adaptation for SEO
Wes’s review was adapted into a long-form editorial for Japan Nakama, optimised for search to capture organic traffic from Google Search and Google Discover. This allowed SEGA’s title to be positioned within the wider context of anime gaming culture, driving readers directly to official game pages.Social Amplification
We produced and boosted a custom Instagram Reel promoting the review and key gameplay moments. The short-form content was tailored for maximum engagement on IG, drawing attention to the full review and encouraging community interaction.
