Warner Bros came to us with a simple but challenging proposition – broaden the reach of the Arkham Knight game beyond the hardcore fans of Batman and sell it to the casual gamer. When WB said ‘casual’, they meant really, really casual. They wanted to appeal to people who didn’t even own a PlayStation or Xbox. We had to first drive console sales in order to drive game sales.
So the campaign clearly couldn’t be about the features or the polygon count. It had to get to the core of why people identify with Batman. After all, Batman isn’t your typical superhero. He’s a human, like us. The only difference is 10,000 push-ups and about a billion dollars. As a result of our campaign, Arkham Knight was a top 5 title and is the fastest-selling game in WB’s history.