Might & Magic: Fates is a trading card game developed by Ubisoft, part of the legendary Might & Magic franchise. It launched globally on 4 February 2026 across mobile and PC as a free-to-play title targeting franchise fans and new players.
Immutable and Ubisoft ran the launch go-to-market together. Alongside Ubisoft's own publishing and marketing efforts, Immutable's growth team designed and executed the audience-building activations through the Immutable Audience platform — the results that follow reflect that combined effort.
The problem
Game launches leak intent. A wishlist or pre-registration shows interest, but it does not give the publisher enough direct reach to reliably convert that player at launch.
- Storefronts provide limited launch notifications, limited segmentation, and limited re-engagement, so interest captured before launch leaks away.
- Publishers cannot capture player touchpoints (email, Discord, Telegram) directly, which means no owned channel to convert that interest at launch.
- Engagement data cannot be carried forward across launches, updates, or titles.
Using Immutable Audience, Ubisoft tackled the problem in three ways. Each one delivered measurable gains that stacked into a better outcome at launch.
Optimised Landing Page + Email Capture
Product used: Conversion Funnel
Redirected pre-launch traffic to an Immutable Audience game page to capture multi-channel contact data (email, platform accounts, Discord, Telegram), letting the game own communication with players.
Context
Ubisoft had a large pre-launch audience following Might & Magic: Fates across platform storefronts, social media, and Discord. But platform storefronts retain all pre-registration data and do not share it with publishers beyond limited launch-day notifications, so there was no unified data layer Ubisoft could build on directly.
Without direct audience ownership, segmented pre-launch campaigns, behavioural targeting, and multi-channel retargeting are not possible.
Solution
Pre-launch traffic was redirected to the Might & Magic: Fates game page on Immutable Audience, where users completed quest-based onboarding actions to link their email, platform accounts, Discord, and Telegram. The indicative user flow can be tailored to each game:
- The user lands on the optimised game landing page.
- The user signs up for an Immutable Play account using SSO or email in one click.
- The user pre-registers for the game or follows it across socials.
- The user is incentivised to engage with the game via quests.
Each completed action enriched the user profile with behavioural data including engagement score, quest completion status, and platform linkage, enabling downstream segmentation and personalised messaging.
Might & Magic: Fates was also proactively featured on the Immutable Play front page at key campaign moments, providing additional organic visibility and driving incremental traffic into the onboarding funnel.
All audience data was collected on a consent basis in compliance with GDPR and applicable privacy regulations. Users opted in to each communication channel explicitly during onboarding, and all data processing was governed by a formal data processing agreement between Immutable and Ubisoft.
Result
The resulting audience is a persistent owned audience, retained beyond the launch window and reusable for post-launch retention, seasonal content, and future title launches.
Automated Personalized Emails
Ran a five-phase automated email sequence into launch day, with behavioural segmentation and escalating urgency through the final countdown window.
Context
Platform storefronts send one automated notification at launch. There is no pre-launch communication, no ability to segment by user intent or behaviour, and no re-engagement mechanism for users who do not convert on day one.
Because games do not own player emails, Discord handles, or Telegram handles, there is no way to directly contact the player or connect their pre-registration behaviour to future intent or segmentation.
Intent decays between pre-registration and launch. A user who pre-registered months earlier needs a structured reminder sequence to rebuild that intent and convert it to action at the right moment.
Marketing teams have different levels of skill in driving pre-launch engagement and conversion; templated sequences can drive more uniform results across games.
Solution
Using Immutable Audience's Engage functionality, Ubisoft deployed a five-phase automated email campaign across the treatment cohort, running from early December 2025 through one week post-launch.
| Phase | Timing | Objective |
|---|---|---|
| Phase 1: Warm Up | W/C 8 Dec | Establish baseline open rates. A/B test email content framing across variants. |
| Phase 2: Reward | W/C 15 Dec | Test incentive framing in the email content. The stronger variant drove a 61.8% CTOR lift. |
| Phase 3: Hype | Jan 1 to Jan 24 | Weekly gameplay and feature emails. Drive pre-registration completions and build pre-launch intent. |
| Phase 4: Countdown | T-7, T-3, T-24hr | Daily countdown emails, segmented by engagement tier. |
| Phase 5: Launch + Retention | D0, D+1 to D+14 | Launch-day trigger to the full cohort. Post-launch drip to non-converters with escalating urgency through D+14. |
Phase 1: Warm Up
- Timing
- W/C 8 Dec
- Objective
- Establish baseline open rates. A/B test email content framing across variants.
Phase 2: Reward
- Timing
- W/C 15 Dec
- Objective
- Test incentive framing in the email content. The stronger variant drove a 61.8% CTOR lift.
Phase 3: Hype
- Timing
- Jan 1 to Jan 24
- Objective
- Weekly gameplay and feature emails. Drive pre-registration completions and build pre-launch intent.
Phase 4: Countdown
- Timing
- T-7, T-3, T-24hr
- Objective
- Daily countdown emails, segmented by engagement tier.
Phase 5: Launch + Retention
- Timing
- D0, D+1 to D+14
- Objective
- Launch-day trigger to the full cohort. Post-launch drip to non-converters with escalating urgency through D+14.
| Send | Message focus | Segment |
|---|---|---|
| T-7 (28 Jan) | Pre-register on mobile app stores. Game already live in select regions for real-world social proof. | Full cohort |
| T-3 (1 Feb) | 72 hours to launch. Dual iOS and Android CTAs. Telegram mirror deployed the same day. | Full cohort |
| T-24hr (3 Feb) | Final pre-launch reminder. Pre-launch checklist: pre-register, clear your schedule, log in with your Immutable account at launch. | Full cohort |
| D0 (5 Feb) | Game is live. Launch-day download push. | Full cohort incl. control |
| D+1 | Sent only to users who completed pre-registration quests but had not yet launched the game. Personalised message referencing their quest completion. | Pre-registered, not launched |
| D+2 to D+5 | Sequential re-engagement to non-converters. Social-proof framing: thousands of players online. Increasing urgency across each send. | Non-converters |
| D+7 (11 Feb) | Final re-engagement send, with hard-deadline urgency framing. | Non-converters |
T-7 (28 Jan)
- Message focus
- Pre-register on mobile app stores. Game already live in select regions for real-world social proof.
- Segment
- Full cohort
T-3 (1 Feb)
- Message focus
- 72 hours to launch. Dual iOS and Android CTAs. Telegram mirror deployed the same day.
- Segment
- Full cohort
T-24hr (3 Feb)
- Message focus
- Final pre-launch reminder. Pre-launch checklist: pre-register, clear your schedule, log in with your Immutable account at launch.
- Segment
- Full cohort
D0 (5 Feb)
- Message focus
- Game is live. Launch-day download push.
- Segment
- Full cohort incl. control
D+1
- Message focus
- Sent only to users who completed pre-registration quests but had not yet launched the game. Personalised message referencing their quest completion.
- Segment
- Pre-registered, not launched
D+2 to D+5
- Message focus
- Sequential re-engagement to non-converters. Social-proof framing: thousands of players online. Increasing urgency across each send.
- Segment
- Non-converters
D+7 (11 Feb)
- Message focus
- Final re-engagement send, with hard-deadline urgency framing.
- Segment
- Non-converters
Result
Email open rate reached 14.38% vs. 6.55% for the platform's default storefront notification: a 2.2x lift, driven by subject-line optimisation and countdown messaging relevance.
Click-to-open rate was 13.93% vs. 13.64% for the control, broadly flat. The primary lever in this campaign was open rate, not body-content conversion, which will be explored in a later phase of the project.
Omnichannel campaigns
Deployed coordinated Telegram and Discord campaigns in parallel with key email sends to maximise touchpoints before and after launch.
Context
Email open rates cap at approximately 14% for this audience type. A single-channel approach means the majority of the audience never sees the message, regardless of email quality.
Gaming audiences are active on Telegram and Discord and monitor these channels closely for launch news and updates. Email alone structurally misses a large portion of reachable, high-intent users.
Solution
Audience data captured through Immutable Audience onboarding (email, platform accounts, Discord, and Telegram linked at the individual level) was used to run simultaneous, channel-specific campaigns across all three channels:
- Email anchored the sequence: longer form, with segmented personalisation per user tier.
- Telegram served as a reinforcement channel, deployed on the same days as the T-3, D0, D+2, and D+3 email sends. Messages were short, direct, and social-proof-led.
- Discord amplified the launch via the Ubisoft Fates server, timed to the launch window and surrounding days.
All linked profile data persists post-launch. The audience built during this campaign is reusable for retention, DLC, seasonal content, and future titles.
All cross-channel audience data was collected with explicit user consent and managed in compliance with GDPR and applicable data privacy regulations.
Result
Day 1 player conversion reached 6.64% with Immutable Audience vs. 2.37% for the standard storefront flow: a 2.8x lift.
Day 14 player conversion reached 10.22% vs. 3.43%, a 3.0x lift. The gap widens post-launch as the retention drip keeps converting, where a single-email approach never re-engages.
The bottom line
Together with Ubisoft's publishing efforts, each component of the campaign delivered measurable gains that stacked into a materially better launch. A larger owned audience, more effective pre-launch engagement, and broader channel reach compounded into more players acquired at launch.
The Immutable Audience cohort does not just convert better at launch; it keeps converting at a faster rate at every post-launch snapshot. The pre-launch nurturing sequence creates durable intent, not a one-time spike.
And the audience itself persists. What Ubisoft built for the Might & Magic: Fates launch is a reusable, consented, multi-channel audience, ready for retention, DLC, seasonal content, and the next title.
Immutable Audience helps games turn launch intent into launch players.
