Ready, set, rumble.
Marketing a global launch for one of gaming's best-known characters, and then using what we learned to build an AI center of excellence for creative operations.
Scroll the case ↓The situation
Sonic Rumble is a 32-player party battle royale from Rovio and SEGA. It launched globally on November 5, 2025 across iOS, Android and PC, after a long soft launch. I led marketing on the launch.
The system
A dot-grid world map lights from east to west for a global launch, then dissolves into an abstract 32 to 16 to 8 to 1 elimination funnel.
The game passed 15 million players by the end of launch month. It was Rovio's best launch in eight or nine years. Then came the follow-on mandate: build an AI center of excellence in creative operations, inside a company that already works. That's the harder version, and it's the work Remix Digital now brings to other teams.
What happened
Figures belong to the roles I held, not to Remix Digital clients.
Gallery
What I'd build with AI now
This one's the present tense. A live game needs a constant stream of creative across markets and channels. The AI center of excellence is about making that stream faster and more consistent without losing the craft. It's the same move as every case above: build the system, then put the operating model under it.