Ubisoft Siege X

Creator-Led Livestreams

Ubisoft’s Rainbow Six Siege X launch event was never going to be “just another reveal.” Siege X represents a major evolution in tactical gaming and esports culture, and Ubisoft challenged us to match that energy with a creator-centric launch experience that could live inside global communities, not just on a stage.

client

Ubisoft

location

Atlanta

days of production

# of Creators

MISSION

Turning Streamers Into Distribution for a Global Game Launch

Rather than treating creators like guests, we made them the stars of the show. For the R6X live revel broadcast and creator activation in Atlanta, 48 top streamers became distribution engines with global reach. A controlled set explosion unveiled the R6X identity and instantly fueled clips, reactions, and highlights across Twitch and beyond. Each creator’s stream became its own distribution channel, amplifying the launch far beyond the official channels.

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On site, we treated talent like rockstars: dedicated support, integrated workflows, and creator-first infrastructure ensured seamless live gaming capture and co-streamed broadcast performance. Off site, those creators connected with fans on their terms, turning one epic launch event into thousands of live community moments.

#1

On Twitch within 15 mins of going live

22

# of countries reached with the Creators

How a Creator Ecosystem Turned a Game Reveal Into a Cultural Moment

Ubisoft didn’t just launch a new chapter of Siege. They activated a creator ecosystem that turned one reveal into thousands of live community moments. For Boombox, it was proof of what happens when creators aren’t an afterthought, they’re the show.

By designing for creators from day one, supporting them on site, building stunts with their audiences in mind, and amplifying their role in the broadcast, we showed what happens when creators aren’t an afterthought. They’re the distribution strategy, the cultural amplifier, and the difference between a keynote and a cultural moment.