Integrated case study / SNK / 2025

SNK: An integrated launch that made Fatal Fury impossible to ignore.

Double W led campaign strategy, creative, production, localisation and media for the European and Middle Eastern launch of Fatal Fury: City of the Wolves. Across the five-market European media campaign, digital and outdoor activity delivered more than 154 million impressions and reached over 44 million gamers.

Fatal Fury: City of the Wolves fully wrapped double-decker bus in central London — The full bus wrap put the complete Fatal Fury roster onto the streets of central London.

Campaign information

Client: SNK
Title: Fatal Fury: City of the Wolves
Sector: Gaming and entertainment
Markets: UK, France, Germany, Spain, Italy and selected Middle Eastern markets
Campaign dates: April–July 2025
Campaign type: Integrated international game launch
Channels: OOH, TikTok, Instagram, YouTube, IGN and PlayStation Store
Double W services: Strategy, creative, production, localisation, media planning and media buying

The commercial challenge

Revive an icon after 26 years.

Fatal Fury helped define the fighting-game genre, but City of the Wolves was the franchise's first new release in 26 years. SNK needed to turn heritage into contemporary relevance across a crowded launch market.

The task wasn't simply to remind existing fans. The campaign had to reintroduce the series, educate players who had never experienced it and convert attention into pre-orders and purchase across multiple languages, cultures and platforms.

The audience decision

Make nostalgia and discovery work together.

The launch addressed two connected decisions. Established fans needed to believe this was a return worth making. A new generation of players needed to see a modern fighting game with enough energy, cultural relevance and competitive credibility to earn their attention.

That created an intergenerational opportunity. Players who remembered Fatal Fury from the Neo Geo era could rediscover it and introduce the franchise to younger people around them, while new audiences could choose City of the Wolves on its own merits.

The campaign strategy

Put Fatal Fury back at the centre of fighting culture.

We built the campaign to fuse the franchise's heritage with the scale and pace of a major contemporary release. High-impact outdoor made the title visible beyond gaming channels, while paid social, video, IGN and PlayStation activity converted that public presence into targeted reach and action.

One central strategy was adapted across the UK, France, Germany, Spain, Italy and selected Middle Eastern markets. Localisation went beyond translation, with creative, messaging and media choices tuned for each market.

Fatal Fury: City of the Wolves fully wrapped campaign bus passing the Arc de Triomphe in Paris — The Paris total-cover bus carried the campaign through one of the city's most recognisable locations.

Fatal Fury: City of the Wolves one-versus-one campaign artwork — Localised one-versus-one creative built for campaign placements.

The creative idea

Rev it up.

The creative made the game's character roster, colour and kinetic fighting style impossible to miss. Total-cover buses in London and Paris turned the launch into a moving city takeover, with artwork designed and produced for the exact specifications of each vehicle and media owner.

Across TikTok, Instagram, YouTube and PlayStation, we edited, adapted and localised approved game and talent assets, including Cristiano Ronaldo content, to keep the campaign fresh without losing the central launch identity.

What Double W delivered

From international strategy to local execution.

Campaign strategy
Creative concept development
OOH creative and bus-wrap artwork
Artwork adaptation and production
Paid social and digital media
TikTok, Instagram and YouTube assets
PlayStation Store creative and media
IGN partnership
Translation and localisation
Media planning and buying
Campaign trafficking and optimisation
Cross-market campaign delivery

Campaign in motion

A media buy designed to become content.

We created this short campaign film around the London bus activation, extending the outdoor execution into a shareable digital asset.

Fatal Fury: City of the Wolves gameplay showing a knockout during a fight — Gameplay-led assets showed new audiences the modern release on its own merits.

Fatal Fury: City of the Wolves review scores from gaming and technology publications — Strong international reviews supported the launch story.

Campaign delivery

One launch, adapted market by market.

Double W handled the campaign outside PR, which was led by 4media Group. We planned and bought outdoor, paid social and digital media, created the bus-wrap artwork, produced and versioned video assets, and managed translation and localisation across Europe and the Middle East.

The title held the PlayStation Store homepage for two weeks, while the IGN partnership extended the launch through locally relevant gaming environments. Campaign assets ran across TikTok, Instagram, YouTube and first-party PlayStation inventory, with performance managed against agreed reach, traffic and conversion KPIs.

Campaign results

154M+

Impressions across the European media campaign

44M+

Gamers reached by the integrated campaign

European markets activated through digital and OOH

154 million impressions across Europe.

The integrated digital and outdoor campaign delivered more than 154 million impressions and reached over 44 million gamers across the UK, France, Germany, Spain and Italy. It also generated more than 10 million video views and met its agreed paid-media KPIs, including confidential traffic and commercial targets. A four-week London and Paris bus campaign was extended by a further eight weeks as added value, sustaining high-impact visibility well beyond the initial launch window.