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Weekly NA Integrated Update · Friday roll-up

Week ending May 29, 2026

Ready to sendDrafted Fri 4:30 PM · May 25 – 29
StandupDaily digest
FromAlex Akiyama, Manager, Integrated Marketing (NA)ToDavide Detta (Sr Mgr), Marketing Manager II (peer)CcBrand Marketing, Comms Lead, Marcus Lee (Community)SubjectNA Integrated · Week of May 25 — BL4 hold confirmed, Wonderlands re-announce shipped, Test of Time tracking above plan
Headline

BL4 Mad Ellie SP1 surge hold confirmed; Wonderlands DLC re-announce shipped clean; Test of Time tracking above plan into D7.

Two intentional holds (BL4 Phase 2, Mafia tranche) and one shipped recovery (Wonderlands re-announce) define the week. Test of Time continues to outperform on review score and CCU — that's the budget headroom that lets us hold the BL4 surge without dragging the portfolio. Next week is decision-heavy: Mafia $120K tranche call Jun 1, BL4 Phase 2 $180K surge call Jun 5.

Wins this week(4)

  • Tiny Tina's WonderlandsWonderlands DLC re-announce shipped cleanWND-1782

    Marcus draft v2 signed off by Davide Fri AM; comms posted with Sentiment Defense framing. 1hr community ack window closed without escalation. 65K standalone-page wishlisters notified via Steam date-shift.

  • Sid Meier's CivilizationCiv VII Test of Time D7 retention 33.6% (target 30%)CIV-1934

    Time-Tested Civs multiplayer premiere Thu landed 18K concurrent (PotatoMcWhiskey + ursagaming + Boesthius + Quill18). Review score 87% up 2pp WoW. Test of Time tail clearing every gate.

  • Mafia: The Old CountryMafia refresh concepts cleared Brand QAMAF-1010

    Heaven's 3 refresh concepts cleared Brand QA Thu; ROAS readout packaged on MAF-1010 for Davide pre-read. Ready for Jun 1 GO/NO-GO.

  • Mafia: The Old CountryCohort fatigue post-mortem closedMAF-PROP-002

    TOC vs Mafia 2 launch creative comparison documented; findings feed the Mafia refresh recommendation. Pattern: paid CPA drift precedes ROAS decay by 2-3 weeks across the sustain catalog.

Intentional holds(1)

Not slips — deliberate holds with a re-measure path

  • BorderlandsBL4 Mad Ellie SP1 Phase 2 paid surge on holdBL-2418·BL-2495

    D30 retention 9.8% vs 14% gate. Heaven Phase 2 pause-brief confirmed in writing Tue; no creative kickoff until Davide call Jun 5. Patch 1.2 D30 re-measure Jun 12. Top-of-funnel remains strong (1,840/day wishlist, 82% reviews) — this is a retention problem, not awareness.

Decisions made this week(1)

  • Test of Time hero-cut handoff pathGOAlex Akiyama · May 26

    RationaleChase Brand by EOD Tue, default to Open World v2 cut if not in hand. Brand delivered 6:42 PM; backup not needed.

Decisions open into next week(2)

With my recommendation — happy to be talked out of either

  • Mafia TOC next $120K creative refresh trancheDavide Detta by Jun 1

    My readGO — concepts cleared Brand QA, ROAS path is the right one. Recommend smaller pilot at $40K first 2 weeks before full tranche release.

  • BL4 Mad Ellie SP1 Phase 2 paid surge ($180K)Davide Detta by Jun 5

    My readHOLD pending Patch 1.2 D30 re-measure Jun 12. Recommend re-spec around Whispering Glacier endgame window rather than spending into current cohort.

KPI movements(8)

  • Civ VII Test of Time review score (D7)87%+2pp WoW
  • Civ VII Test of Time peak CCU102,400+8% vs target
  • BL4 Mad Ellie SP1 wishlist velocity1,840/day+12% WoW
  • BL4 Mad Ellie SP1 D30 retention9.8%-1.4pp WoW
  • Mafia: TOC ROAS (rolling 7d)1.87-22% WoW
  • Wonderlands D7 retention24.1%-3pp WoW
  • Portfolio wishlist velocity (weekly)22,680+9% WoW
  • Avg review score across active titles85%+1pp WoW

Coming up next week · Jun 1 – 5(5)

Headline beats
  • Jun 1
    Mafia: The Old CountryMafia TOC — Davide GO/NO-GO on $120K refresh tranche
    Owner: Davide Detta
  • Jun 2
    Sid Meier's CivilizationCiv VII Test of Time D14 retention read
    Owner: Alex Akiyama
  • Jun 3
    HomeworldHomeworld 3 Anniversary trailer drop
    Owner: Marketing Mgr II
  • Jun 5
    BorderlandsBL4 Mad Ellie SP1 — Davide GO/NO-GO on Phase 2 surge ($180K)
    Owner: Davide Detta
  • Jun 5
    Risk of RainRoR2 Seekers — Lurkit + CreatorIQ shortlist due
    Owner: Marketing Mgr II
Watch items
  • ·Patch 1.2 ship-date confirmation for BL4 D30 re-measure window (Jun 12 target)
  • ·Wonderlands community sentiment 72hr post-re-announce window
  • ·Heaven Media Q3 capacity check — 4 active title commits, BL4 Phase 2 + Mafia refresh + Wonderlands July re-time would push to 6 concurrent

Asks of Davide(2)

Explicit, by-date — flagging so they don't get lost

  • Final framing read on BL4 Mad Ellie SP1 Phase 2 surge pre-Jun 5 callBy Jun 4

    Want to walk into Jun 5 aligned on whether we're treating this as a hold-and-reload or a full re-spec of Phase 2 around the Whispering Glacier endgame window. My read is re-spec — happy to back into either.

  • Approve $48K incremental for Civ VII Time-Tested Civs creator wave 2By Jun 2

    Test of Time outperforming on every gate; recommend extending the creator program for a second wave to carry momentum into D30. Open World can produce by Jun 12. Funded out of Civ Q2 sustain underspend ($62K committed, $58.4K spent — $3.6K remaining).

Themes tracking into next month(3)

Longer-arc patterns worth flagging now so they don't surprise us

  • ·Portfolio-level creative fatigue across sustain campaigns. Mafia is the canary; BL4 Mad Ellie SP1 paid will need a fresh creative track ahead of Whispering Glacier window.
  • ·Heaven Media Q3 capacity. Currently 4 active title commits — checking bandwidth before stacking BL4 Phase 2 + Wonderlands July re-time + Mafia refresh concurrent execution.
  • ·Brand Creative bandwidth. Third asset slip in 4 weeks (CIV-1934 most recent). Worth a structural conversation on protected slot allocation before Q3 planning locks.