Building Siege Champions.
Community creators at scale. An invite-only program for Rainbow Six Siege, rolled out from my tried-and-tested blueprint. 200 creators across 18 markets. Paid in status, not dollars.
The Delta blueprint came first. This is what happened when I ran it again, through one of the biggest competitive shooters on the planet.
The blueprint came first.
I launched Delta Company first: a community advocacy program for Ghost Recon Breakpoint. The first of its kind at Ubisoft, and for any major AAA title. That became the blueprint I rolled out to Rainbow Six Siege, with tweaks to improve the model along the way.
See the Delta Company case study
A creator-led community at scale.
Rainbow Six Siege was a different beast: a 70M+ player live game with a seasonal cadence and a competitive scene. One thing stood out, creators were already shaping the conversation. Streamers, YouTubers and video-makers were the loudest voices in the community. The move was to treat them as media partners, not influencers to pay.
Siege Champions.
Invite-only, 200 members across 18 markets: video creators and streamers, alongside cosplayers and artists. Bespoke onboarding, a brand identity, and a clear value exchange. Members got perks money can’t buy: early build access, exclusive in-game skins and charms designed for the program.
Behind the scenes, I built the legal layer with Ubisoft’s teams: member NDAs, data protection, and jurisdiction-specific GDPR and NA processes. The compliance bar held across all 18 markets.
Paid in status, not dollars.
Members got perks money can’t buy. A physical welcome pack, and exclusive in-game items designed with the Studio team: a Rook operator skin, an SMG weapon skin, a members charm, and a Twitch Drop giveaway charm. Items no one outside the 200 could own.
The physical welcome pack
In the game
The four exclusive in-game items made for members: Rook skin, SMG, members charm, and giveaway charm. Video assets by Gabriel Virata Alves.
Skins and charms no one else could own. FOMO and major show-off status.
One pulsepoint per season.
Siege runs a seasonal release cadence, so the program concentrated all member activity into one moment per season: a pulsepoint.
At every pulsepoint, members got the same treatment as press, dev briefings, early build access, content packs, plus two exclusive Twitch Drop charms to give away. Exclusivity, early access and a giveaway lever made a coordinated creator sprint, timed to the seasonal hype window.
$0 spent
6M video views, 2.4M live watch-hours, 393K interactions. On a paid-media basis, a six-figure spend. We didn’t spend it.
The playbook in action.
50M+ UGC views across the program. 87% of activations held across four seasons. 90% member engagement inside activations. 83% average positive sentiment. A repeatable media channel for creators, artists and cosplayers.
Among the rarest skins in Siege.
Years on, the community is still talking about it. The program’s exclusive skins and charms are some of the rarest items in Siege.
A whole universe of fan-made work.
The blueprint scaled.
200 creators reaching 50 million eyeballs through their own authentic tone of voice. A fan-led growth engine, at scale.
Three repeatable principlesBuild with the existing structure, not against it.
Siege already ran a seasonal release cadence. The program rode that cycle, amplifying every drop instead of carving out separate moments.
Exclusivity + early access creates coordinated pulsepoints.
Invite-only status plus first-look material creates natural content windows during the moments that matter most.
It’s a scalable playbook.
What worked at Delta Company worked at Siege Champions worked at the Assassin’s Creed Mentors Guild. A win-win that drives reach, engagement, and advocacy.