Leviathan Core, the agency leading influencer marketing for Path of Exile 2 globally, approached Disobey to help extend the Return of the Ancients campaign beyond North America. While Leviathan Core managed the US activation, we were entrusted with supporting the campaign across three priority international markets: Brazil, Germany & Japan.

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The campaign centred around two Twitch-first moments. First, creators participated in the update reveal stream, helping build anticipation ahead of launch. As the reveal was delivered exclusively in English & aired at times that were less accessible for some international audiences, our regional strategy placed greater emphasis on launch-day gameplay streams. This allowed creators to introduce the update in-market, in their own language & within a format that felt more relevant to local audiences.

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Rather than activating existing Path of Exile creators, we prioritised creators whose audiences already had a strong affinity for ARPGs, Diablo IV, MMOs & other progression-driven games. This enabled us to reach players most likely to be interested in the update while maintaining authentic creator reactions & discovery.

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Across Regions

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Success required more than localising creator briefs. Each region responded differently to the update, requiring tailored creator selection, messaging & audience strategies while remaining aligned with the wider global campaign.

• Brazil behaved as a player acquisition market, where audiences often needed clear guidance around access, pricing & how to get started. We partnered with creators like SkipNho (2.5K CCV) & Sacy (2.5K CCV). 
• Germany was more focused on evaluating what had changed, how the update improved the experience & whether it was worth returning. We worked with creators including Bonjwa (5K CCV) & Metashi12 (3.6K CCV), whose audiences were well positioned to assess the update's depth & progression systems. 
• Japan rewarded specialist creators who could showcase the depth of the game's systems, builds & endgame content to highly engaged ARPG audiences. Our activation included creators such as obormentv (2K CCV)  & kenki521 (1.8K CCV), helping position the update within dedicated Japanese ARPG communities. 
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These regional differences reinforced why a global campaign couldn't rely on a single messaging framework. Success came from adapting the activation to local player motivations while maintaining consistency with the wider Path of Exile 2 launch strategy. 

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One of the strongest indicators of success was extra playtime. While creators were contracted for four hours of gameplay, many continued streaming Path of Exile 2 long after their sponsored segments ended, generating 561 additional hours of gameplay coverage.

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This organic overdelivery generated an estimated $625K+ in earned media value & validated our strategy of targeting adjacent ARPG, MMO & Diablo audiences rather than relying solely on existing Path of Exile creators.