GO-TO-MARKET STRATEGY
Translate global launch priorities into a connected regional plan for Starfield.
SELECTED WORK IN GAMING LATAM
STARFIELD
INTEGRATED
LATAM
GO-TO-MARKET.
Launching a new global game franchise across Latin America through locally relevant planning, integrated execution and continuous learning.
- CLIENT
- Bethesda Softworks
- INDUSTRY
- Gaming & Entertainment
- FOCUS
- Integrated LATAM Go-to-Market
01 / CONTEXT & CHALLENGE
LAUNCH A NEW IP
IN A CROWDED MARKET.
Starfield entered Latin America as a new franchise. The challenge was not simply to generate awareness, but to introduce an unfamiliar universe and build relevance across audiences with different media habits and cultural references.
The launch needed a consistent global direction connected to locally relevant execution — bringing the game into both digital conversation and real-world touchpoints.
02 / MFB’S CONTRIBUTION
GLOBAL DIRECTION.
LOCAL RELEVANCE.
Regional planning and coordination connecting the launch narrative with media, creators and local execution.
LOCAL MARKET INTELLIGENCE
Bring local audience and cultural context into the way a new franchise reaches the market.
INTEGRATED EXECUTION
Coordinate media, PR, creators, out-of-home placements and local activations as parts of one launch.
CONTINUOUS LEARNING
Use campaign observations to inform future marketing and commercial decisions.
03 / INTEGRATED EXECUTION
ONE CAMPAIGN.
MULTIPLE PATHS TO RELEVANCE.
MEDIA & REAL-WORLD VISIBILITY
The launch connected paid media and out-of-home visibility, including urban placements in São Paulo, to create touchpoints beyond digital screens.
PR & CREATOR CONVERSATION
Regional PR and creator activity translated the new universe into accessible stories, reviews, previews and conversations — giving audiences different ways to discover the game.
LOCAL CULTURAL TOUCHPOINTS
A Mexico City mural and football-related presence connected the launch with city life and local culture.
04 / QUALITATIVE IMPACT
REGIONAL PRESENCE.
CONNECTED EXECUTION.
Starfield’s launch brought together regional communications, creator conversation and local activation. Beyond visibility, the work provided a basis for learning from audience response and informing future execution.
REGIONAL PRESENCE
A shared launch narrative.
Locally relevant touchpoints.
CROSS-CHANNEL
Media, PR and creators.
Digital and physical spaces.
CONTINUOUS LEARNING
Market observations.
A basis for future decisions.
This overview is qualitative. Internal KPIs, targets, budgets, partner-level performance and proprietary operational details are not disclosed.
LATAM GTM IS THE SPACE
BETWEEN STRATEGY AND MARKET REALITY.