New World

The Challenge

New World was Amazon Games’ most ambitious bet — a fully original open-world MMORPG set in a supernatural 17th century frontier, built to rival the genre’s biggest names. After years of delays and shifting design direction, the challenge was making the final push feel definitive. The campaign needed to cut through skepticism, communicate the game’s scale and originality, and convert a massive Steam audience into launch-day players.

The Results

New World launched September 28, 2021 and hit a peak of over 910,000 concurrent players in its first month — one of the highest numbers ever recorded for a new PC release. Dark Burn Creative supported the campaign across multiple trailer formats, helping establish the tone and visual language for Amazon Games’ flagship original IP.