We turned a potential negative of the game into an advantage, turning its extreme difficulty into a story about it being so much more rewarding for those who master it.
World Of Tanks is one of the biggest MMO (Massive Multiplayer Online) games in the world, with over 160 million active players. But it's also one of the toughest, and in an age of quick dopamine hits, lots of potential players lose interest.
Our launch campaign dramatised the satisfaction of meeting challenges, and enjoying a richer and more fulfilling gaming experience because of it. Our follow-up focused on the fact that once you've had the thrill of a World of Tanks win, nothing else comes close. Not even pulling Excalibur from the stone, or beating dolphins at the 100m individual medley.