Dune: Awakening Launch - Global LAN Party

Client: Funcom

To launch Funcom’s most ambitious computer game title, Dune: Awakening, We Are Collider engineered a culture-defining campaign: The Global LAN Party. The primary challenge was bridging the gap between passive cinematic fandom - driven by the recent blockbuster films - and the active, high-commitment lifestyle of an Open World Survival MMO.

We needed to convert day-one players by establishing a robust, grassroots community before the game even hit shelves. The solution was a meticulously coordinated, multi-channel "immersion experience" that fused high-scale digital broadcasting with physical, localised events. By anchoring the campaign to a critical Beta Weekend, we turned global hype into immediate action through an "Instant Conversion Engine." The campaign culminated in a 4-hour global broadcast featuring elite influencers, 120 localised Watch & Play parties in venues worldwide, and a physical activation at PAX East (an annual gaming convention in Boston, US) that included a giant sandworm installation. The campaign delivered 2.7 million views, 500,000 hours of consumed content, and directly onboarded 50,000 players into the game a month before launch. By seamlessly connecting digital content with physical community building, we didn't just launch a game; we seeded a global ecosystem, helping Funcom achieve the most successful launch in its 32-year history.