Few video game brands are as well known and loved as Street Fighter. It’s been an industry sales leader and a cultural force ever since the launch of Street Fighter II in the early 90s. But over time, gaming moved out of arcades and off of couches, and fighting games became a niche genre. To achieve sales goals, we had to expand our reach to a new generation of gamers who didn’t have a tie to the brand. So the launch campaign for SF6 would have to do more than sell the franchise’s next iteration - it needed to create a cultural moment that people wanted to be a part of.