To celebrate the 4th anniversary of Konami’s widely successful mobile game; Yu-Gi-Oh! Duel Links. We set out to create a truly unique experience that not only appealed to the diehard playerbase, but also to avid fans of the franchise. To achieve this, we brought one of the most iconic characters in the franchise to life, Seto Kaiba. Players would then have the opportunity to Duel and interact against him in front of an live audience on Twitch.

Tapping into the voice and persona himself, we enlisted the talent of Eric Stuart who’s the US voice actor for Seto Kaiba. The model and rig for Seto was also created specifically for the campaign, in order to give him movement and life on screen (think v—tuber Seto Kaiba with Eric Stuart).

To fully maximize the outreach of the campaign, we hand-picked influencers who would act as like mini-bosses that players had to win against to qualify to Duel against Seto. Each influencer represented various demographics that we identified are the most likely to participate or enjoy the campaign. Among the talents included: Julian Michael “Slushii” Scanlan, Octavian “Kripparrian” Morosan, SungWon “ProZD” Cho.