Launching DOOM in APAC
Turning DOOM into a love letter for fans across APAC with impactful, localised creator content.
The Context
In APAC, DOOM wasn’t a household name. Titles like PUBG, MLBB, and Call of Duty dominated charts and streams, while DOOM lacked cultural relevance. Few creators were making DOOM content, which confirmed the disconnect. With launch looming, we needed an authentic way in.
The Approach
We dug into hyper-local gaming subcultures across the region:
🇯🇵 Japan: Gamers were manga-fying their favourite characters – nostalgic, native, and visually powerful.
🇦🇺 Australia: Craft creators were recreating obscure game backdrops, uncovering Easter eggs, and weaving new lore.
🌏 Southeast Asia: Collectible communities, especially miniatures, were passionate and quietly thriving.
We partnered with community builders over broadcasters. Creators who shape fandoms rather than just chase reach.
Results? Highly engaged, hyper-relevant content.
Many of the creators were so inspired by the game that they went beyond the agreed deliverables, producing bonus content out of sheer enthusiasm to share with their audiences.
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