Results and Effectiveness

By producing both two new media touch points as well as a new sales channel, Hotlink Games exceeded its mobile gamers and revenue targets by 150%. In an industry dependent on innovation, Hotlink’s innovation became the talk of the town. Not surprisingly, this winning game strategy is being expanded fast in 2009.

Creative Execution

We persuaded cyber cafes and cinemas to distribute Hotlink mobile games. To maximise relevance, Hotlink mobile games were customised to both film fanatics and internet junkies when they are “in their zones”. In cyber cafes, Hotlink mobile games were presented in DVD folder - resembling pirated DVD approach. We featured a combination of action, strategy, RPG (role playing games) and movie branded games. In cinemas, we installed movie-based games in vending machines which are strategically placed at ticketing area. The vending machine became a media vehicle to promote Hotlink mobile games. Both allowed immediate purchase to gaming lovers.

Insights, Strategy and the Idea

Stuck with flat voice revenue, Maxis needed to grow its value added services (VAS) revenues. Mobile gaming is a lucrative VAS option and Hotlink tasked the agency to double its gaming user-base and revenue. Traditional distribution channels are cluttered and not effective in generating additional revenue anymore. Two core gaming audiences, primarily young adults, were identified: film fanatics and internet junkies. They tend to spend a huge amount of time hanging out with friends in cinemas and cyber cafes. We decided to target both audiences when they are “in their zones”. Our agency identified and created 2 key distribution channels in cyber cafes and cinemas, where they spent their time and when they are most receptive to the message.