Title | SAMURAI DERBY |
Brand | JRA |
Product / Service | JAPANESE DERBY |
Category | J04. Innovative use of technology |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | SONICJAM Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Akio Morita | DENTSU INC. | Creative Director |
Fujinari Tsutsumi | DENTSU INC. | Copy Writer |
Ryosuke Ota | DENTSU INC. | Planner |
Ken Murata | SONICJAM TOKYO | Director |
Ryuji Masaki | SONICJAM TOKYO | Director |
Tomohisa Inami | SONICJAM TOKYO | Designer |
Fumio Nakayama | SONICJAM TOKYO | Designer |
Ryo Ikeda | SONICJAM TOKYO | Programmer |
Takumi Hasegawa | SONICJAM TOKYO | Programmer |
Yuhei Yamashita | SONICJAM TOKYO | Programmer |
Daiki Akimoto | SONICJAM TOKYO | Programmer |
Yu Inao | SONICJAM TOKYO | Programmer |
Kensuke Okuhara | SONICJAM TOKYO | Programmer |
Kyosuke Taniguchi | Dot By Dot Inc. | Director |
Yusuke Yamanaka | AID DCC Inc. | Planner |
Nobuyuki Kayahara | Programmer | |
Satoshi Murakami | Media Pulsar | Movie Director |
Teruhisa Yoshida | Ragno Pictures LLC | Movie Director |
Chikara Kawai | Writer | |
Reiko Yusa | FLAME | Cg Director |
To make the game topical among people, we aimed at creating the game which is easy to have fun on users' browser and retaining PS3 quality at the same time. We obtained datas of "Samurai Warriors" from a game maker and processed them for browser use. Original characters were also made only for the campaign. Spending 4 month for a production, which was 20 times a week campaign period, led to complete a content of high quality entertainment and it attracted great interest among people.
During a week campaign, a million people had accessed a site and they have stayed there for 30 minites on an average. (Common residence time of website is about a munite.) We succeeded in letting people spend time to enjoy the horse race for a long time. Furthermore, the news of the excellent game spread through SNS and requests to sell "PS3 version of the game"flooded in. We created 20,000 of an original product to give away at a race track and they were out of stock in no time. This mechanism led to gather people to horse race track.
(Challenge) When the time to contact with sports gets longer, people appreciate and become fan of the entertainment such as soccer, american football and cricket. However, the problem was young people don't have much chance to come in contact with the horse race. To make young people to have interest in horse race, we should let them experience a world of horse race for a long period. (Insight & IDEA) Then we focused on a conputer GAME which could be a platform to capture people's attention for a long time. We decided to cooperate with a famous game "Samurai Warriors" which has a million of fans in the world and then we provided a completely new type of online game wherein users can enjoy horse race with Samurai warriors at horse race track.