Mobile games growing in strengths & other stories
15.04.2022
Spring is really in the air and everyone is fidgeting in their seats, counting down the hours to the long weekend, but – hold on! We have our weekly news recap for you! This week it’s about: a Polish jewellery brand launching a “Putin, go f**k yourself badge”, TikTok nipping at the heels of other social media giants in terms of AR, the mobile games market getting more powerful, Google introducing vehicle ads, and seals promoting green energy for PGE Energetyka.
Top Polish celebrities starring in the CoinMaster campaign – a successful Israeli mobile game
It takes a significant budget to hire Magda Gessler or Doda for an ad. And the fact that we see them both in the latest CoinMaster campaign tells us more about the state of mobile gaming than reports. It’s not a coincidence that the company reached out to celebrities to promote their game. CoinMaster has previously worked with such stars as the Kardashians or Jennifer Lopez.
But speaking of reports – they are still worth reading. If you reach for Forbes’ latest special report on “Who is the Polish gamer”, you may be surprised. The power of mobile games lies in the critical mass of their users – they are the most popular form of gaming entertainment in Poland, yet Poles don’t feel like paying for them. When it comes to spending, they would rather pay for a PC or a console game. What is important to the marketers, though – gamers do realise that the price of playing free-to-play games is watching ads. Demographic data may surprise too, as mobile gamers are not teenagers, wasting their best years in their parents’ basement. The average age of a Polish gamer is 31 (with a strong presence of the 40+ cohort), and in the mobile segment, the majority (68%) are women – hence the cooperation with Doda and Magda Gessler.
Read more:
A Polish jewellery brand YES creates a “Putin go f**k yourself” badge
YES has had a good advertising streak so far. They made themselves known through an “unconventional” advertising campaign displaying two women kissing, which shocked conservatives yet won the hearts of their target group. All while their biggest competition, Apart, is being often criticised for their boring or tone-deaf campaigns. Last week YES announced the launch of a new mini-collection, dedicated to Ukraine and its people. The entire profit from sales is to be designated to aid Poland’s neighbour, although the brand did not declare what kind of help it will provide. The collection consists of bracelets and two badges saying “Slava Ukraini” (Glory to Ukraine) and “Putin, idi na chuj” – a paraphrase of the famous war slogan “Russian warship, go f**k yourself”. The badges are available online only in limited numbers.
Our take on this? We have very mixed feelings. On one hand – every penny counts when it comes to the war effort, on the other hand, this time YES may be the one who turns out to be tone-deaf. Jewellery doesn’t go well with war. It’s one thing to donate money to a cause and another thing to produce war merchandise. What do you think? Share your opinion in the comments!
- YES for Ukraine, NO for Putin – Kobieta WP
- See the collection
TikTok makes AR platform Effect House available to all users
Effect House was launched as a pilot program in autumn last year and back then only 450 creators were invited to create their own AR effects. This week, the platform was opened to the public and now everyone can contribute.
It takes a certain technological knowledge to create an AR effect, so TikTok followed up with documentation and tutorials. “Everyone’s invited” doesn’t mean everything is allowed, AR filters have to comply with strict rules – promoting colorism or negative ethnic stereotypes will not be accepted.
Interestingly, in order to protect its young users, TikTok bans filters with cosmetic surgery effects, like lip fillers – despite having their own set of beauty filters already available.
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Seals promote PGE Energetyka’s green energy transition
PGE Energetyka, a state-owned public power company, took up the challenge of achieving climate neutrality by 2050 and plans to make a switch to renewable energy sources. One of the steps that is supposed to bring PGE closer to this goal is building offshore wind farms in the Baltic Sea and investing in photovoltaic technology.
To promote this initiative, the company shot a set of clips featuring Polish animals. In its latest ad, the authors subtly refer to the cult Polish film – “Day of the Wacko” (“Dzień Świra”).
Read more:
- In its new campaign, PGE promotes itself as a leader in the energy transformation – Wirtualne Media
- We Lead in the Green Transformation – the landing page
Google introduces vehicle ads
“‘Whose motorcycle is this?’
‘It’s a chopper baby.’
‘Whose chopper is this?’”
If Fabienne from Pulp Fiction asked this question in 2022, Google would give her not only the answer, but also the price, as Google’s new vehicle ads are up and running. It’s an answer to a growing demand. In 2021 16% of users not only searched for a car online, but also bought one online.
Vehicle ads are a part of the Shopping Ads system. They provide users with the important inventory information right away. If interested, a user can click and find out more on the car dealer’s website. So far, this solution is only available in the US but it’s expected to be launched in other countries too.
Read more:
Get into gear with vehicle ads on Google – Google’s Ads & Commerce Blog