Connecting Onmyoji aesthetics with competitive MOBA play
ANBU combined gaming KOLs, streamers and social community content as Onmyoji Arena expanded in Vietnam.
Project capability overview. Detailed scope and verified performance data are shared in our credentials deck or during a direct consultation.
ANBU campaign scope
Project context
Onmyoji Arena competes in a crowded MOBA category through distinctive 3D art, a varied shikigami roster and a strong East Asian identity. ANBU used those differences to create KOL content balancing education, entertainment and sustained community discussion.
Guiding insight
In a MOBA, newcomers need complexity reduced while veterans need depth that respects their knowledge. Visual identity earns recognition, but role, meta and skill content keeps conversation alive.
Challenge
Stand out in a competitive MOBA market while preserving the identity of the Onmyoji universe.
Solution
ANBU organized gaming KOLs, streamers and community creators by shikigami role, player skill level and platform format. Content combined beginner education, meta analysis, skill highlights, ranked livestreams and community challenges — helping newcomers understand the game while sustaining veteran conversation.
What we did
From insight to execution, every workstream was designed to play a specific role in the launch and growth journey.
- 01Built content around roles, shikigami and the tactical depth of every match
- 02Combined accessible guides with high-emotion highlights for new and veteran players
- 03Designed community activations for players to showcase skill, lineups and standout moments
- 04Combined streamers, gaming KOLs and role specialists across player skill levels
- 05Developed ranked livestreams, meta analysis and skill highlights around game updates
The lasting idea
A creator system organized by skill level and role served multiple player groups without diluting the message. Onboarding opened the door, livestream and meta analysis added depth, and highlights sustained emotion.
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