REV IT UP
How We Made Fatal Fury Impossible to Ignore
The Challenge
Fatal Fury City of the Wolves wasn’t just another fighting game. It was a classic franchise that helped start the genre. But after 26 years in the shadows, when last played on the Neo Geo, how do you reintroduce and educate a gaming icon to a new generation… and remind the old guard why they fell in love in the first place?
You make it impossible to miss.
From city centre takeovers to content that broke social feeds, from boxing rings at world title fights to capital city bus wraps, working alongside our partners at 4media group to make Fatal Fury City of Wolves the fighting game you couldn’t ignore.
Put Fatal Fury back where it belongs — front and centre in gaming culture — by fusing nostalgia with knockout spectacle. Tie the launch into the biggest real-world fight nights on the planet, so gamers and fight fans feel the same buzz.
DoubleW’s role in the Fatal Fury launch exemplified how localized strategy and big-budget creativity can combine to relaunch a classic to new audiences. We handled the EFIGS and Middle East marketing end-to-end, from translation and cultural tuning to executing show-stopping promotions across continents.
The Concept
The Execution
We didn’t just run ads. We made Fatal Fury: City of the Wolves unmissable across Europe and the Middle East.
Wrapped buses in major cities so the game rolled through the streets like a champion’s victory lap
Took over the Sony PlayStation Store to own the digital front row
Partnered with IGN for a multi-market content push across territories
Set up and rolled out our Ad Stack Pro across all social ad accounts for precision-targeted reach
Built and localised creative for every key market across Meta, TikTok, and YouTube, ensuring each country’s fans felt the game was speaking to them directly, with engaging content to avoid ad fatigue
Created and managed exclusive asset distribution featuring in-game talent like Terry Bogard, Rock Howard, Billy Kane, plus crossover tie-ins with Cristiano Ronaldo, Salvatore Ganacci, and Ken from Street Fighter
And we timed it to perfection.
Two world-class sporting events hosted by The Ring Chris Eubank Jr vs Conor Benn in London and Ryan Garcia vs Rolando Romero in New York became launch-week stages. Even WWE WrestleMania got the Fatal Fury treatment, with promotional tie-ins, celebrity endorsements, and influencer activations. Hero OOH takeovers dominated arenas, transport hubs, and cityscapes.
The result: Fatal Fury was everywhere. In the streets. In the ring. In your feed.
The Results
Massive reach – OOH campaigns delivered millions of impressions across multiple global cities. In London & Paris wrapped buses ran central routes for weeks and months
Unmissable sporting tie-ins – Presence at two of the world’s biggest boxing events, plus branding at WrestleMania 41, seen by over 160,000 live attendees and millions watching globally.
Dominant social presence – KSI vs. IShowSpeed Fatal Fury live stream drew tens of thousands of concurrent viewers and trended in both the UK and US. The SB19 music collaboration hit over 3.5 million YouTube views, while Ronaldo’s in-game reveal went viral.
Franchise revival – Elevated brand perception. Fatal Fury: City of the Wolves shifted from a retro memory to a must-play modern release, supported by SNK’s record-breaking $2.5M global tournament prize pool announcement post-launch.
Key Takeaways
Holistic localisation matters – English, French, Italian, German, Spanish, and Arabic versions ensured relevance in every region, backed by channel and ambassador choices tailored to each culture.
Cross-industry partnerships amplify reach – From WWE to boxing to pop music, non-gaming platforms created touchpoints that gaming campaigns rarely access.
Creative boldness pays off – Bus wraps, influencer stunts, and arena takeovers brought attention, and cultural cut-through.