Turning VR into IRL
on gaming’s biggest stage
What? How is this possible?
This would give a Victorian child a heart attack.
This is the best marketing for a VR game that I've ever seen.
Meta was set to launch Asgard’s Wrath 2, our most immersive VR game to date. But in order to get the attention of console gamers who are skeptical of VR, we needed a way to show them how real it can be.

How? We set out to bridge the gap between the world of Asgard's Wrath 2 and our own by bringing to life a key part of the game's narrative and play mechanics - giant portals that open up between dimensions to release attacking beasts. And we did it on gaming's biggest night of the year - The Game Awards.

The world witnessed a massive portal ripping open across the LA skyline, unleashing gods and monsters from the world of Asgard's Wrath 2 into our reality, right outside The Game Awards.

The mayhem started during the show itself when Loki, the game’s main villain, suddenly crashed the stage at The Game Awards with an ominous threat to the audience. As everyone spilled out of the venue, they came face-to-face with a rip in reality.

You don’t get reactions like this with an AR filter or fake CGI social posts.

People everywhere had plenty to say—from how amazing the technology looked to how the portal was made possible. As the debate over how we did it spread across the internet, we decided to reveal the magic behind the chaos.


It was equal parts engineering and imagination.

We started by building the largest suspended UHD transparent LED screen in the world.
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Then brought game characters to life using Unreal Engine, spatial audio and pyrotechnics.

And created the illusion of ferocious beasts rushing towards onlookers with forced perspective and parallax effects.

You don’t get reactions like this with an AR filter or fake CGI social posts.

People everywhere had plenty to say—from how amazing the technology looked to how the portal was made possible. As the debate over how we did it spread across the internet, we decided to reveal the magic behind the chaos.

It was equal parts engineering and imagination.

We started by building the largest suspended UHD transparent LED screen in the world.

Then brought game characters to life using Unreal Engine, spatial audio and pyrotechnics.

And created the illusion of ferocious beasts rushing towards onlookers with forced perspective and parallax effects.

Rip in Reality generated more than 20M organic impressions, and more than 1B impressions as part of the full campaign (according to Spark Media). This helped Asgard's Wrath 2 become the most downloaded Quest 3 game of the holiday season, and drove more sales of Meta Quest 3 than any other title. The success ignited a cultural conversation during gaming’s biggest event and put our growing franchise on the radar of gamers everywhere.
So, not only did we get devout console gamers’ attention and get them to play Asgard's Wrath 2, we turned them into vocal advocates for VR.