Reintroducing one of the world’s most iconic strategy game franchises on mobile required balancing its historic legacy with the expectations of a new generation. Age of Empires: Mobile needed to preserve its roots in history and strategy while finding cultural relevance among Gen Z players in Türkiye.

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While the franchise’s strategic and historical depth was strong, making the mobile title meaningful for young audiences meant going beyond gameplay to tap into their content habits and cultural touchpoints. Our concept was to narrate the depth of Age of Empires: Mobile through creators, transforming gameplay into stories that resonate with youth culture.

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The strategy was to reposition a legendary IP in Türkiye by merging its historic foundation with local cultural codes, making it part of everyday youth culture. To achieve this, we collaborated with leading YouTubers and gaming influencers, including Türkiye’s top gaming celebrity, producing content that both highlighted the game’s features and built connections with local culture and historical heritage.

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The campaign generated strong visibility and engagement in a short period of time. Across YouTube, it achieved 6M+ views, establishing Age of Empires: Mobile as a meaningful title for the new generation of gamers in Türkiye.