Hogwarts Legacy Video Game Launch

Client: Warner Bros Interactive Entertainment (WBIE)

For Hogwarts Legacy’s video game launch, WBIE aimed to captivate both Wizarding World and gaming communities to make it one of the top-selling video games of the year. WBIE wanted a partner that could drive awareness and standout with creative flair, while proving how this converts to purchase intent and interest across the wider Wizarding World franchise.

WBIE and PHD worked with Amazon Ads on a media partnership that was both big on magic and results. To ensure the campaign’s success, Amazon Ads brought together a full-funnel experience across Amazon’s canvas of brands, from Twitch to Fire TV—including crafting the campaign with Amazon’s full-service creative department, the Brand Innovation Lab.

The big idea was a two-phase campaign centred around a rich landing page experience on amazon.co.uk. Customers discovered the landing page through ads served across Twitch, Fire TV, IMDb, and Amazon DSP. WBIE used Amazon Ads’ “Homepage Hero” Takeover on amazon.co.uk, to make launch week feel like an event.

In its first two weeks of launch, Hogwarts Legacy sold +12M units, which surpassed all of the company’s previous game launches, breaking company records for player engagement with 280M hours played. There has been an increase of franchise fan engagement overall with Wizarding World Digital garnering +300% higher traffic. £900K in sales on Amazon are directly attributed to the partnership. A return on ad spend of 174%. On Prime Video there was a +98% increase in Wizarding World film purchases, demonstrating the partnership’s impact on wider Wizarding World franchise businesses.