To make Destiny 2 more accessible to new players, we brought Destiny’s in-game guide, Ghost, to life inside your home with Amazon Alexa and a physical product. The most immersive gaming companion ever made, the skill uses live player data to enable a wide range of useful interactions with the game, such as custom recommendations based on previous gameplay, the ability to change armor and weapons in real time with simple voice commands, and easily call for help without taking your focus away from the game. All this while answering questions about the D2 universe with the voice of the in-game actor. Bringing Ghost to life in the real world created a richer and more valuable brand experience that seamlessly bridged the video game universe with the real world in a way that had never been done before.

To make Destiny 2 more accessible to new players, we brought Destiny’s in-game guide, Ghost, to life inside your home with Amazon Alexa and a physical product. The most immersive gaming companion ever made, the skill required an unprecedented collaboration between multiple parties. The agency development team worked side-by-side with the game developers to ensure that the skill was able to impact the game in real time. We also worked closely with Amazon Alexa as many of the functions of the skill had never been attempted before. Finally, the team collaborated closely with the hardware manufacturer to seamlessly marry the Alexa Skill with the physical Ghost so that it reflected and interacted the same as in the game – creating a richer brand experience that effortlessly bridged the game universe with the real world in a way that had never been done before.

The Destiny 2 Ghost Skill was announced through social, influencers, a website, educational videos, and takeovers and high-impact placements on Amazon.com. Impressed by the innovation of the skill, Amazon produced four nationally-run TV spots promoting our campaign, giving us millions in free media support and bringing new players into the Destiny 2 universe.

To date, over a million interactions have occurred between players and Ghost, who is capable of providing over a million possible unique responses. Within the Alexa ecosystem, it’s the #1 Gaming Skill available and, when announced, it resulted in over 400M in social and PR impressions and a 7x bump in Destiny 2 sales on Amazon.com.