SAMURAI DERBY

TitleSAMURAI DERBY
BrandJRA
Product / ServiceJAPANESE DERBY
CategoryB03. User Experience
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company SONICJAM Tokyo, JAPAN

Credits

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

Creative Execution

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.

Links

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