Monument Valley 3

Converting IP Recognition into PC Launch Visibility

For the PC launch in China, the media strategy focuses on leveraging the strength of the Monument Valley IP as the main hook for acquiring new users, while reintroducing the franchise to PC audiences through concentrated exposure during the launch period.

Paid investment is prioritised on channels with a high level of intent, such as Steam-focused media, creator placements and visual-first social platforms. Campaign creatives are built around the franchise’s iconic art style, nostalgic recognition and the new content of Monument Valley 3. Instead of allocating the budget broadly, placements are concentrated around key launch events to maximise frequency and traffic to the store page among audiences interested in puzzles, indie games, art games, and the returning franchise.

The result is a performance-led launch approach combining IP awareness, targeted media buying, creator amplification and retargeting to turn existing franchise recognition into measurable PC discovery and player acquisition in China.