Creating Delta Company.
A first-of-its-kind community advocacy program at Ubisoft, unveiled live on the E3 stage to millions. I’d already kept sentiment high on the live game, Ghost Recon Wildlands, and was prepping the next, Breakpoint.
Paid media buys reach. Delta earned it, and Ubisoft ran the same blueprint for years.
Delta Company.
A first-of-its-kind community advocacy program at Ubisoft. The first offered in 14 languages, open worldwide to 130 invited members across five distinct clusters.
The gaming community isn’t one audience: creators, artists, cosplayers, feedback specialists, tournament players, each with a clear role, in line with the military branding of the game.
The Delta brand.
It had to complement Ghost Recon Breakpoint and stand on its own. I led the brief with Ubisoft’s internal team: key art and multiple lockups, with Diana Da Costa. The brand animations were made by Takeoff agency in Paris for the E3 stage assets.
UbiE3, on the biggest stage.
Delta was revealed live at UbiE3 2019 to millions of viewers. I worked with agency Takeoff on the stage assets and the community segment of the Ghost Recon presentation.
10K
applications from the USA alone. For 130 invite-only spots.
A welcome pack fans showed off. Physical merch, in-game gear, the same Delta tee on their body and their character, developed with internal merch and studio teams. True metaverse.
Exclusivity that drives FOMO and major show-off status.
How Delta saved the game.
At launch, sentiment across the 15M-strong community sank to 50% negative. Delta was the answer Ubisoft already had in the room: the deepest, most-trusted players.
The program pivoted into a feedback engine feeding the Ghost Experience update, a top-to-bottom re-tuning shaped by members. Sentiment climbed back to over 80% positive.
Watch a behind-the-scenes video I produced on the Ghost Experience updateA whole universe of fan-made work.
10M+
UGC views, generated by program members
From just 130 invited members. Earned, not bought.
This became the blueprint.
I build systems that scale: the same model powered Ubisoft’s biggest community programs, and became the Fan Engine I run today.
Three repeatable principlesDesign it as a sub-brand.
Logo, identity, language, ritual, built inside the game’s universe so it pulled members deeper in.
Structure and motivations.
Split your audience by user type, then give each both cross-cutting and unique motivations to pull the most out of every one.
Build the legal layer in.
NDAs, data protection, EU/NA process. Compliance is what lets the model scale safely.