Long before the Pokemon Go hype train, brand marketers were quick to be part of the attention economy, plastering their messaging all over any platform that was attracting & engaging a demographic that matched its own. In most cases, little care was injected into whether the brand's value proposition matched the user's organic experience on the platform. There was however one exception.
Two years ago, Gameloft launched its mobile advertising solutions thanks to its proprietary ad server and a strong local commercial presence in 80 countries. Aimed at delivering the best mobile gaming inventory on the planet, the company rapidly expanded its advertising formats from classic display (banners, interstitial, mid rec) to Video, Rich Media and Native, as well as programmatic by early 2016. With its 147 million MAU, 19 million DAU, 2 million games downloaded per day and 8 billion of impression per month, Gameloft was well positioned to serve its worldwide clients. In 2015, Gameloft launched around 800 campaigns with well-known international brands like Unilever, KFC, Procter & Gamble, Netflix, Warner Bros, Mercedes-Benz, Disney to name a few.
This year, Gameloft worked with Maxis, Malaysia's leading telecommunication operator, to promote their "HOTLINK" 4G services. The brand was convinced to choose Gameloft for this particular campaign as they were looking for engagement as well as something different that has never been seen before in the country. The brief given by Maxis to Gameloft was first and foremost to make sure that the gamer's were actively engaged with the brand and associated HOTLINK to the fastest speed known to exist.
