Case Study - ROG ALLY X + Zephyrus G14

→ Context

Asus Republic of Gamers (ROG) was created to deliver cutting-edge, high-performance gear specifically made for gamers and gaming enthusiasts. Since day one, ROG has stood for quality, innovation, and top-tier performance in the gaming scene.

In June 2024, they launched the Zephyrus G14, a premium laptop with new AI features, and the ROG ALLY X console, built for gamers who love to take their games on the go.

→ Proposal

At Play the Game, we suggested that ROG stick with its strategic approach, focusing on quality and staying close to the gaming community, while taking into account the specific product requirements for these launches.

We proposed leveraging a tried-and-true strategy: collaborating with different content creators. Despite being a common tactic, it’s highly effective when tailored to the brand’s needs.

For the Zephyrus G14, we brought in two content creators to showcase the laptop on stream. Given the importance of engagement and building a strong community vibe, this was our main focus.

Creators Imantado and Suzyroxx were tasked with showing off the Xbox Game Pass page and asking their audience which games they’d like to see ROG recreate using AI in various video games.

This gave us a great setup to later create a Reel featuring AI recreations in different gaming environments.

For the ROG ALLY console, we collaborated with two other creators. One played outside, streaming in real life, while the other gamed from home.

Content creator Ana Marrero took on the challenge of leaving her home to test out the ROG ALLY, driving around while live streaming the experience “In Real Life.”

With Suzyroxx, we hosted a Twitch stream where she did an unboxing, showing off the console and playing with it live.

Both campaigns included Reels, Instagram Stories, and live streams on Twitch.

→ Value

At Play the Game, we took care of the end-to-end management of the campaign, from the creative concept to negotiating with content creators. We made sure to provide constant oversight, ensuring maximum brand visibility throughout the live streams.

Of course, we worked closely with a client who truly understands the gaming ecosystem—recognizing both its huge potential and its challenges.

→ Results

ASUS ROG achieved high engagement levels and a strong community sentiment among the content creators' fan bases.

On the quantitative side, we reached over 600k views across the three live streams and Instagram content, far exceeding the initial projections for the campaign..

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