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Launching Dune: Awakening on a Epic Scale

Project Details
Funcom is an innovative games developer and publisher looking to challenge what’s expected. Dune: Awakening was set to be their largest game to date, poised to be one of the biggest of 2025, based on the sci-fi masterpiece Dune by Frank Herbert and the Award-winning blockbuster films from Denis Villeneuve.
sector
Gaming, entertainment
Services
Multilingual game-launch website, wordpress, hosting
14
languages: WPML with custom modifications ensured localisation at a huge scale
1
The marketing website’s success helped the game reach #1 at launch

From Arrakis to Steam wishlist

Few stories loom as large in science fiction as Dune. With a legacy stretching from Frank Herbert’s novels to award-winning films, it’s a cultural touchstone that continues to capture imaginations. When Funcom prepared to launch Dune: Awakening, their highly anticipated survival game, they needed more than a launch site. They needed a digital home that could hold the weight of the Dune universe. A visually-rich site which focused on storytelling and showcased gameplay, the world and its lore, to ascend to power on an open world Arrakis shared with thousands of other players.

Balancing creativity
and practicality

With frequent updates, new content, patches and future plans, Funcom needed a platform that could both excite fans and sustain a global audience long after launch. Our starting point was at the heart of the experience: a cinematic video, alongside sweeping visuals, leading to a site both atmospheric and transportive, hinting at the scale and danger of Arrakis. Every interaction and component carried echoes of the Duniverse.

A bespoke multilingual solution allowed for manual translation across 14 languages. With caching strategies and advanced CDN configuration, fans around the world could access content quickly and reliably, even during traffic spikes from major announcements.

The outcome was a living system, designed to grow as the game evolves.

Riding the launch sandworm

The website became more than a marketing channel; a place to step into Arrakis before the game itself. Whether you were a long-time Dune fan, a curious first-time visitor, or a content creator looking to connect with the community, the experience was designed to feel cinematic, alive, and welcoming.

The launch exceeded our expectations. Millions of fans flocked to the site in its first weekend, demanding a platform robust enough to handle huge spikes in traffic without losing pace. That energy translated directly into player engagement and sales, with Dune: Awakening becoming Funcom’s fastest-selling game to date.

“
Something Familiar understood what we briefed, and their discovery process helped us uncover what we needed. They then executed everything with style. They got to grips with the idiosyncrasies of the games industries while still bringing best practices from other industries. All the while being a lovely bunch.
Oscar Guardiola Serra
Senior Marketing Manager
Funcom
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