Case Study at a Glance
Square Enix, Inc. develops, publishes, distributes and licenses SQUARE ENIX®, EIDOS® and TAITO® branded entertainment content throughout the Americas as part of the Square Enix group of companies.
Los Angeles, California
In promoting its new Life is Strange release, Square Enix worked with BEN to find a diverse, inclusive group of brand-safe creators who were regular players of similar titles.
Partner with minimum 35 creators who play “Life is Strange” to raise awareness around the latest iteration “Life is Strange: True Colors”
Used AI to select creators who are diverse, brand-safe, and reflect the “Life is Strange: True Colors” ethos of inclusivity
Zeroing in on the Perfect Match
Set in a small mining town amid the snow-capped mountains of Colorado, the graphic adventure video game “Life is Strange: True Colors” puts players in the perspective of Alex Chen—a bisexual Asian-American woman who wields the power of psychic empathy on her quest to solve the mystery of her brother’s death. The latest iteration of a fan favorite from Square Enix, this newest Life is Strange game tells stories through life-like animation and movie-like plot points. Alex can read and influence emotions, and her friends have powers of their own.
In promoting “Life Is Strange: True Colors,” Square Enix worked with BEN to find a diverse group of creators who were regular players of similar computer games and representative of the inclusivity championed by the game. This was a challenge: historically, gaming creators are a relatively homogenous talent pool. There are notoriously few female gamers in the spotlight, for example.
BEN used AI to compile a list of potential creators using key criteria such as diversity, interest in similar titles, etc. The team then drilled down to select only creators whose audiences would be most interested in narrative-driven games. BEN looked specifically for audiences of “core gamers,” defined as a streamer who routinely plays games online for an audience (versus a casual gamer that might occasionally play more mainstream games like “The Sims” or “Mario Kart.”) This level of specificity and depth in the search for the right creators yielded unprecedented results.