For the 2.0 Launch of Genshin Impact, we were tasked with finding the best Endemic Gaming partners through which to generate excitement and awareness amongst core fans of the franchise, as well as other Fantasy and RPG gamers. The title is available on consoles, PC and Mobile, therefore a cross device strategy was key for reaching all types of gamers across a variety of touchpoints. Following the successful Launch of 2.0, we have subsequently partnered with HoYoverse to assist in promoting regular patch updates of the game, utilising learnings from each phase to optimise our approach as the relationship progresses.