Konami: Enter the game

This case study describes how Konami, the video game producer, launched the latest iteration of its Pro Evolution Soccer game (PES 2013) in Spain with a competition that promised the winning fan an actual part within the game.

Konami: Enter the game

Agency: Havas MadridAdvertiser: KonamiBrand: KonamiCountry: Spain

Objectives

Every year in the video game world, Konami's Pro Evolution Soccer (PES) and EA Sports' FIFA (the two legendary football video game sagas) compete in a saturated market where the ultimate goal is to steal users away from their direct competitor.

Whereas video games provide a great opportunity of interacting with their audiences, communication has always been based in the more traditional channels, using football celebrities in the case of PES and FIFA, and relegating users to a passive role.

For the...

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