Concludes Destiny’s 10-year Saga

The release of Destiny 2: The Final Shape, the conclusion to Bungie’s 10-year saga, was crucial for the studio. To generate excitement, the studio needed to execute key press activations including announcements, review seeding, preview events, and a launch campaign.

Our five-month campaign faced challenges such as increased scrutiny following company changes, an expansion delay, and a negative reception to Lightfall. The stakes were high— could we ensure a successful launch?

To build hype for Destiny 2: The Final Shape, we created press lists for Bungie activations, selecting targets based on past interactions with the brand. We sent promotional items, invited press to exclusive preview events, and aimed for diverse coverage.

We monitored press sentiment throughout the campaign, adjusting target lists as needed, ensuring ample and impactful coverage before and during launch.

In this campaign, we placed preview event exclusives with Game Informer, GamesRadar, GameSpot, IGN, PC Gamer, and Polygon. Many of the same publications also produced glowing reviews, in addition to others such as Destructoid, Game Rant, RPGSite, ScreenRant, TheGamer, and Twinfinite.

Thanks to the positive coverage generated by our press targets during this campaign, the public perception of Destiny 2: The Final Shape and Bungie shifted from a place of uncertainty to excitement ahead of the expansion’s launch. As reviews began to be published, the sentiment was clear: Destiny 2 was back and better than ever.