Dune: Awakening Launch

GLOBAL LAN PARTY


How do you launch one of 2025’s most anticipated games? You throw a Global LAN Party. We helped Funcom supercharge fan hype for Dune: Awakening with a four-hour influencer-packed broadcast, surprise BETA code drops, and Watch & Play parties at gaming venues worldwide. We also brought the Dune universe to life at Pax East — building community and anticipation one epic moment at a time.

A large, detailed sculpture of a sandworm’s open mouth, showing sharp, concentric teeth and a rough, textured outer surface, displayed indoors under bright lights.
The Pax East experience included a giant Dune: Awakening sandworm, cosplay and giveaways
A large crowd gathers in front of a black booth with “Dune Awakening” signage at a gaming convention. People are waiting in line, many wearing backpacks and badges, with colorful banners and lights above.
A woman holding a microphone is interviewed on camera at an event, standing in front of a large screen displaying Dune Awakening. The scene appears to be inside a convention center.
A weekend of activities generated content that was beamed from Boston to London for the live broadcast.
A large crowd gathers at an indoor convention, watching an event near a giant sculpted bear head with its mouth open. Colorful lights and booths are visible in the background.
A group of people wearing green headphones play on computers at a gaming event in front of a large wall displaying the Dune: Awakening logo. Spectators stand behind them in a brightly lit convention hall.
Our Pax East booth allowed 50,000 attendees to try the game.
Dark promotional graphic for Dune: Awakening with gold text. Below, a highlighted box reads Global LAN Party and Watch. Win. Play on a dark background with faint geometric lines.
We partnered with hundreds of global venues to host Watch & Play parties.
A brightly lit TV studio set features three mustard-yellow armchairs, a low table with books and bottles, and wall panels showing desert dunes under blue sky, with warm red and orange accents throughout.
Our Global LAN Party saw 10 mega Gaming & Entertainment Influencers join our 4 hour magazine show.
Two hosts stand in a studio with warm lighting, holding notes. A Dune: Awakening Global LAN Party graphic is displayed on a screen behind them. A camera operator films the scene, and desert-themed decor is visible.
Big hitter influencers made up our teams, giving us reach to an additional 50m subscribers.
A video game livestream shows two hosts in the top left corner and gameplay of a vehicle driving through a desert landscape labeled Jabal Eifrit Al-Janub on the main screen, with the username SODAPOPPIN visible.
We dropped tens of thousands of BETA access codes onto the livestream giving viewers instant early access to the game.
A right-pointing triangle-shaped play button with a white center, red left edge, and dark blue outline.
A right-pointing triangle-shaped play button with a white center, red left edge, and dark blue outline.

The Numbers:

The Reactions

Stylized orange and navy blue quotation mark symbol on a transparent background.

2.7M VIEWS TO DATE

115K WATCHING LIVE

50K PLAYERS BROUGHT INTO THE GAME

500K HOURS OF LIVE CONTENT CONSUMED

120 GLOBAL WATCH & PLAY PARTIES

2,300 PLAY TESTS AT PAX EAST

Pax East is a wrap, weeks of preparations and a very well executed event. Working with professionals makes my job so much easier.

Magnus Sanford, Global Senior PR & Event Manager, Funcom
A pair of large, stylized quotation marks in red, white, and blue colors, positioned closely together on a transparent background.

The Reactions

Stylized orange and navy blue quotation mark symbol on a transparent background.

Related work:

Want to see more ?

Sooo MARVEL-ous

A curved arrow with a cyan and magenta outline points downward and to the right on a transparent background.
A brightly lit TV studio set with cameras, crew, and a colorful backdrop featuring the large yellow letters KUM. There’s a red carpet, chairs, props, and shelves, creating a lively, playful environment.
King of Meat TV
Four young women stand outdoors, looking at their reflection in a large public mirror installation with the text LOOKING GOOD, LIVERPOOL displayed above it, outside a John Lewis store.
John Lewis: Looking Good Liverpool
A person with long brown hair selects a pink bouquet from a display stand filled with several pink-wrapped flower arrangements under a sign that says RITUALS, celebrating Rituals Mother’s Day in style.
Mother’s Day
A white circle with a black X in the center, set against a colorful, glowing gradient background with shades of pink, purple, and blue.
A dark circle with a white X in the center, surrounded by a colorful glowing ring that transitions from pink on the left to blue on the right.

Our Work

Our Approach

Arq Innovation Lab

Our Thinking

Our Team

People & Planet

Contact Us

You’ll find us here
Unit 4, 156 Bermondsey Street, London SE1 3TQ

hello@wearecollider.com

+44 (0)800 099 6077