For over twenty years, the Battlefield franchise has been beloved by millions of fans, bringing gritty all-out warfare to the masses. But it’s never managed to outsell its biggest competitors, who, in recent years, have relied less on realism to bring in new players and instead have leaned on celebrity integrations to market their games. And gamers were tired of it. Battlefield 6 was slated to bring back the grounded realism fans craved. Which is why, leading up to the game’s launch, we decided to play into fans' greatest fears by assembling the ultimate celebrity squad - actor Zac Efron, athlete Jimmy Butler, country musician Morgan Wallen, and UFC fighter Paddy Pimblett. We released teasers for each celebrity on their Instagrams, drawing millions of views and a ton of outrage. But 24 hours later, our full trailer dropped. And then we blew up our celebrities in the first 20 seconds, replacing them with the real heroes - the everyday soldiers of the Battlefield in a grounded combat film pulling off stunts that can be done in-game and Only in Battlefield. The results were staggering. We reached 43MM organic views in 30 days, saw a 60% increase in pre-orders 48 hours after the trailer was released, trended globally on YouTube and X, all leading to the biggest launch in Battlefield’s history and cementing Battlefield 6 as the #1 shooter game of the year for the first time in its over 20-year history.