King of the Cross Tournament

Creative & Art Direction
Brand Identity
Social
Broadcast
Copywriting

Client: Konami USA
Agency: Damage Creative

The King of the Cross Tournament was a campaign to help create buzz / awareness on Konami’s newest mobile game entry to the Yu-Gi-Oh! Franchise; Yu-Gi-Oh! Cross Duel. The game itself is a total reimagining of the traditional trading card game format, and the game itself was loaded with an entirely new play system and amazing animations that made even uninterested parties turn their head out of curiosity.

The campaign played on 2 different levels. The first, was educating new players on major differences between this game and the convoluted system of their classic card game, in order to fully distinguish itself as it’s own unique game in the space. This was achieved through social media content that touched on individual functions and game modes in the game.

The second, was to showcase the approachability of this game. To achieve this, we enlisted pro players from other DCG games: Jason “Amaz” Chan, Brian Kibler, Jeffrey “Trump” Shih, and David “dogdog” Caero. These pros were then titled as King’s who are staking their claim as the best among their other competitors.

Through a series of broadcasts on Twitch, the 4 Kings showcased their rapid growth in the game alongside their community. All leading up to a big event; the King of the Cross Tournament where representatives from each of the King’s community came to defend their favorite player’s claim to the title. With the finale being the 4 Kings going head to head against each other for the title and eternal bragging rights.