Insight.

We talked to gamers about heroism and they told us that anti-heroes are more relatable than traditional heroes like Master Chief.

They said, believing in true heroes seems childish.

This leads us to our challenge. How do we create desire for a true hero in a world that no longer believes in them?  

The answer lies within a psychological truth of gaming.  According to a study by the University of Oxford, the further away your real life is from the character you’re playing in-game, the more comfortable you are in that character’s skin, and the more fun you have playing the game.

Right now, our gaming audience feels completely disconnected from true heroism in their real lives.

Halo Infinite allows us to step into the armor of Master Chief and be the true hero we can’t be in real life. 

Our strategy: invite gamers to feel true heroism again.

With over 20 million players, Halo Infinite was the biggest launch in franchise history with 60 million impressions and 4.3 million social mentions.