Pushing Google to new heights in mobile gaming

The Assignment

Help Google Play develop a credible & ownable space in the mobile gaming and entertainment ecosystem

ashly burch

What We Did

Working with Imprint Projects, we identified two key audiences in the Google Play universe to focus on: those focused on graphical quality and those focused on playing with others.

To reach them credibly, we pursued a media and editorial strategy to start to capture all of a game player’s media consumption, from YouTube to Google Play to the games themselves.

We worked through audience research, first-person interviews, and existing media content to arrive at a key insight: Gamers become brand advocates when offered resources and inspiration to share with their community.

What They Got

We delivered a comprehensive content strategy that outlined a three-part strategy: create an outstanding editorial presence, give useful information to inspire, and distinguish Google’s values as unique in the world of games. We wanted to highlight Google Play’s commitment to diversity, independent game design, and women in gaming.

We also delivered several creative directions and settled on telling stories of the individual gamers, developers, and key cultural influencers, that connects to titles in the Play store. We then consulted with Imprint to help bring the concept and production to life.

Voice actress Ashly Burch told us about the challenges behind breathing life into established characters.

Bennett Foddy moved from a career as a musician for ground-breaking group Cut Copy to an Oxford-trained academic to a professional game designer.

Vassiliki Khonsari turned the intricacies of the city into an immersive mobile gaming experience.

 

The Results

First Person was praised in credible gaming and technology publications and campaign posts performed +100% above Google Play’s Twitter benchmarks.