GRID AIR HOCKEY

TitleGRID AIR HOCKEY
BrandAEON FANTASY CO.,LTD.
Product / ServiceGRID AIR HOCKEY (ARCADE GAME)
CategoryB04. Posters
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production DENTSU INC. Tokyo, JAPAN
Production 2 KAGA AMUSEMENT CO.,LTD Tokyo, JAPAN
Production 3 AMANA Tokyo, JAPAN
Production 4 TAKI CORPORATION Tokyo, JAPAN

Credits

Name Company Position
Yoshinaka Ono DENTSU INC. Creative Director / Art Director / Product Designer
Yuichiro Kojima DENTSU INC. Planning Director
Yohei Ugaeri DENTSU INC. Copywriter
Naoki Yamaguchi DENTSU INC. Producer
Mihoko Nishii DENTSU INC. Project Manager
Kenichi Mizoe KAGA AMUSEMENT CO.,LTD Product Producer
Kiyoshi Imai Firstech Engineer
Midori Nozawa TAKI CORPORATION Designer
Yuichi Iwata TAKI CORPORATION Designer
Yuki Kawakami acube inc. Photographer
Kenichiro Nishihara Ongaku Inc. Sound Designer
Yoshifumi Matsuo amana digital imaging inc. Director
Kazuyo Oi amana digital imaging inc. Retoucher
Toshiaki Yaginuma amana digital imaging inc. Editor
Moemi Odo amana digital imaging inc. Retoucher
Junpei Inoue amana inc. Photo Producer

The Campaign

We had our eye on a good old game, “air hockey”. We recreated it as a brand-new intellectual training game which offers greater expandability and flexibility to players and named it “GRID AIR HOCKEY”.

Creative Execution

One observable difference between existing air hockey and grid air hockey is “gird” on the hockey board. Using grid as a guide, players can place “blocks”, obstacles in the game, freely and make their original stage. In addition, they can choose the favorite “smasher” from unique 7 kinds. With enormous combinations of blocks and smashers, ways to enjoy “GRID AIR HOCKEY” is infinite. This flexibility prevents players from getting bored. In addition, players can give each other a handicap freely. The game is an intellectual training game that requires players to be strategic while using their bodies. It is now introduced in their 50 stores.

Indication of how successful the outcome was in the market

The flexible design of the game prevented players from getting bored and it attributed to increase in average customer spend. Target of the game expanded because parents and children can enjoy the game together. “GRID AIR HOCKEY” achieved 220% sales compared to that of an old air hockey. We succeeded?in creating an image of “intellectual training” to the world’s largest game arcade.

We took a strategy of redesigning an old game, “air hockey” which is in every one of their stores. For game arcades, the sales of an air hockey which occupies a large amount of space in the arcade is very important because it has a large effect on profit margin.

Links

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