Phantasy Star Online 2: New Genesis × ZUTOMAYO
ずっと真夜中でいいのに
Japanese strategy → Elevated cultural precision
A culture-led collaboration that fused a major online RPG with a contemporary Japanese music act to pull new players into the world emotionally, not mechanically.
Solution
We built a full collaboration campaign with ZUTOMAYO, integrating music, visuals, and in-game elements into a shared world view. The work extended across film, social, and live game experiences, making the collaboration feel native to both the artist’s identity and the game universe.
Problem
PSO2: NGS needed to reignite momentum and attract new users beyond core RPG fans. Traditional feature-led game marketing wasn’t enough to reach culturally adjacent audiences.
Results
The campaign drove millions of participants globally and increased new sign-ups by approximately 30%. It successfully expanded the game’s audience and positioned PSO2: NGS as a culturally fluent platform, not just a game.
Anthem TVC
TikTok Campaign
