Merge Mansion: What’s grandma hiding?

Mobile video game Merge Mansion created the What is Grandma Hiding? campaign to attract female players aged 25 to 40 years old in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

After the successful launch of Merge Mansion, Metacore Games wanted to launch an awareness campaign that would attract female players and make their offering stand out in the mobile gaming space -a notoriously competitive and homogenous category.

We built a custom approach that broke the norms of casual games research, going beyond an exploration of how consumers play to understand the role of gaming in their broader entertainment diet.

Contrary to the industry-wide belief that the casual gaming audience is detached and indifferent, we learned that female...

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