Launching an original IP is a different challenge than launching the next entry in a beloved franchise.

SEGA ATLUS needed players to understand a brand-new world, a new combat system, and a politically driven story — all without the built-in fan base of Persona or Shin Megami Tensei. Working with agency Liquid Advertising, ATLUS partnered with Infillion to build a self-driven interactive experience where users could explore video assets covering the world, characters, and mechanics of Metaphor: ReFantazio entirely at their own pace.