Case Study: PlayStation drives Twitch engagement for Returnal with Biborg’s #NoRageQuitChallenge

PlayStation engages 6 top streamers with Biborg for #NoRageQuitChallenge

PlayStation faced the challenge of marketing its new PS5 game, Returnal, to two distinct audiences simultaneously: mainstream gamers who might be apprehensive of the game's high difficulty and core rogue-like players who seek a serious challenge. To address this, they partnered with the agency Biborg to create an impactful activation that could resonate with both groups.

Biborg implemented a Twitch-based influencer marketing campaign called the #NoRageQuitChallenge. The solution involved inviting six top streamers and 50 grassroots creators to complete in-game challenges on stream, with rewards for their viewers to encourage engagement. Biborg produced all assets for the activation, including a Twitch overlay and a community kit. While the provided text does not list specific quantitative results, the campaign successfully engaged both target audiences through a tailored and creative approach.

PlayStation