RAINBOW SIX MOBILE´S LAUNCH
LATAM Marketing Strategy, audiovisual Project Manager, Coordination with worldwide teams, Gen-Z & Gen-Alpha Digital Campaign
GAME´S MAIN INFO
Genre: F2P, Tactical First Person Shooter, Mobile
Role: Marketing Analyst at Ubisoft
Release Status: Rainbow Six Mobile is now launched WW
Developed the marketing strategy for the LATAM launch of Rainbow Six Mobile alongside my manager, focusing on Gen-Z engagement, culturally relevant content, and high-impact digital campaigns.
Main roles: Audiovisual Project Manager, Coordination with worldwide teams, Gen-Z & Gen-Alpha Digital Campaign
Overview
EXECUTION
GAME CONVENTIONS
Present in a diversity of game conventions and events such as BGS (Brazilian Game Show), biggest game convention in Latin America, and Gamescon LATAM.
Music Campaign:
Led production of an official song featuring C-Kan and Costa Gold, including music video, lyric video, and creator activation
Content Creator Campaign:
Delivered Gen-Z focused, non-traditional content and over two viral videos (6M & 2.3M organic views)
Creative Campaign Assets:
Participated on the creation of out-of-the-box assets
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POV Drone (CGI exploration of Brazilian cities)
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Local Dev Diary (interrogation-style narrative with operators)
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Everyone is Playing (live-action transformation concept)
Launch Support:
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Social media management, media buying, and date reveal activations
Research & Insights
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Led studies & workshops on Gen-Z and Gen-Alpha player behavior
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Shared insights globally to inform both marketing and studio development decisions
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Identified regional preferences to improve engagement and monetization
Collaboration & Impact
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Worked cross-functionally with global teams (France, Mexico, Canada)
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Acted as a bridge between players, marketing, and development
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Contributed to F2P strategy optimization for the LATAM market
Outcome
With great achievements like reaching Top 1 in App Store/Top 2 in Google Play during Launch week and a positive community reception, we explored a culturally-driven launch that combined music, creators, and innovative formats to maximize reach, engagement, and relevance among LATAM players.
