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.

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.

The Numbers:

The Reactions

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

The Reactions

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