At over ten years old, World of Tanks relied on an existing, diminishing base of players. Our challenge was to attract a new wave of players but who would choose this strategic multiplayer tank game? We found that older gamers begin losing other popular multiplayer games as their reactions slow – and even worse, they start losing to younger gamers. We leveraged this humiliation to create campaign calling for them to Stop Getting Owned by Kids and play a game where the smart survive.