Fast and Furious Chose Asphalt 8 for its Latest Movie Release

How would you think the gaming and cinema segments of entertainment would behave together?

Would their audience choose one over the other? At first sight, they would look like competitors (in some way they are) but further than that, both of them can build a win-win relationship that could certainly strengthen both of them. 

Gameloft and Universal Pictures teamed together to offer the gaming audience an exciting and rewarding fast and furious experience in Mexico. 

For the last release of the Fast and Furious Saga: F9, the game Asphalt 8 was chosen to host a digital campaign. Universal’s decision to go on Gameloft’s racing game was not made by chance; it was based on the audience’s knowledge of each one of our games. Universal selected the game that better fits adrenaline, excitement, sense of competition, and most importantly, a high interest in watching movies among gamers - 73% of Asphalt 8 gamers enjoy action movies! Furthermore, Time-limited events are the most appreciated game mode, with 37% of the votes.

It was the perfect start. The campaign was built around a Sponsored Event that lasted 2 weeks. 

An awareness campaign about the event was implemented outside the game. Asphalt’s community was reached through Facebook, Instagram, Twitter posts, and also, by push notifications on the smartphone. That’s how they got aware and motivated to join the branded event.

On the game, players found two different menu banners inviting them to participate in the racing challenge. As soon as they enter, a welcome screen was opened with a message inviting them to either play the game or buy the tickets to watch the movie. 

During the race, a billboard in-game also showcased the campaign and an end-screen with a link that redirected the player to buy the ticket on the sales website was the final touchpoint of the campaign. 

This campaign represents the effectiveness of cross-marketing for gaming and the entertainment industry. 

The gaming audience is eager of joy, fun, and branded good games!