Partnering with GrowthAds, Funcom’s agency, Attract Mode, selected high-reach video channels for rapid scaling. Simultaneously, they implemented a GrowthAds pixel on the unpublished Dune: Awakening website to capture data from early conversions. To drive video views from the most relevant consumers, they leveraged the buzz and intent generated by the announcement, connecting with Funcom’s ideal gamer across multiple channels. For each region, GrowthAds created custom interest-based audiences, primarily targeting a young male demographic with varying levels of affluence, before expanding the reach by incorporating premium gaming sites in the campaign’s second phase.