How Resident Evil Requiem reignited a 30-year franchise
by reaching the right players
OUR SOLUTION:
First-party gameplay signals became a real-time audience engine,
targeting three segments via Display and Video placements served
directly inside gaming sessions.
-
Franchise fans:
Active Resident Evil players identified
through real gameplay data. -
Adjacent horror players:
Survival horror fans in related titles, flagged through cross-game behavioral signals.
-
Opportunistic gamers:
Players showing real-time churn behavior, reached at peak receptivity during session transitions.
THE RESULTS:
Requiem's pull reached the entire franchise
while also reigniting engagement across the full Resident Evil franchise.
-
2.1
ROAS
-
+11.8%
BRAND CONSIDERATION LIFT
-
583K
UNIQUE GAMERS REACHED
-
2.44M
DELIVERED IMPRESSIONS
A Deep Dive into Capcom’s
Resident Evil Requiem Strategy
For a deeper look at the thinking behind the campaign, Takuya Inoue, Director and Head of Marketing at Capcom USA, joined The Leaderboard Insights Podcast. He discussed Capcom's shift to an entertainment-first marketing approach, the targeting standards behind Resident Evil Requiem, and how the franchise wins modern horror audiences through human drama and cinematic storytelling.
Watch full conversationModern horror is all about human drama. We wanted to let people know there is depth to the story of Resident Evil, and a world people can jump into.
Takuya Inoue, Director and Head of Marketing, Capcom USA
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