Street Fighter

The Official Street Fighter Discord community wanted to grow its audience, and attract new members that are interested in Capcom's Street Fighter game

Challenge

Capcom wanted to grow the Official Street Fighter Discord community, and attract new members that are interested in Street Fighter.

Discoverability on Discord is a challenge for servers, so without a way to organically grow, making people aware that there is in fact a Street Fighter server was the objective.

However, it was discovered that affinity communities were either a) comfortable in their personal communities, or b) keenly aware of Street Fighter's Discord server.

Solution

Testing content was essential: being able to leverage communities already focused on the Street Fighter games allowed us to recognize the gaps in the approach of trying to obtain community members that were already participants.

Shifting to casual focus: Street Fighter 6 is a competitive game with a lot of opportunity for casual recognition.

To reach our goal of driving new audience members, we changed the subject matter to what they care about.

By providing events centered around a community's interest, and tying into Street Fighter's focus, we were able to surpass the new member goal.

Results

By creating a distinct event focused on a communities interest, verse a simple advertisement placement in a Discord community, we saw a 533% higher conversion rate compared to communities that only shared an ad placement.

The highest performing community was Fortnite focused. The strongest approach developed through this test period was allowing the Street Fighter Discord to be officially a part of the event (Scrims & Tournaments), and showcase to casual players that the Discord is officially open.