Lost Ark

The Challenge

Lost Ark had already swept six categories at the 2019 Korea Game Awards and built a massive fanbase across Korea, Russia, and Japan. The challenge was introducing it to an entirely new audience in North America and Europe — players who had never heard of it — and making them feel the scope, depth, and spectacle of one of the most ambitious MMORPGs ever made.

The announcement needed to land at scale. Dark Burn Creative produced the Western announcement trailer that debuted at Summer Game Fest, setting the tone for what would become one of the biggest free-to-play launches in Steam history.

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The Results

Lost Ark launched in February 2022 and hit a peak of 1.32 million concurrent users on Steam — one of the highest ever recorded on the platform. The campaign helped establish the game as a landmark Western launch and cemented Amazon Games as a major publishing force in the free-to-play space.