Royal Match vows to give premium gamers the gilded treatment
Mobile game Royal Match company has differentiated itself from the competition by pledging to give every player the ‘royal treatment’.
Dream Games commissioned the agency House 337, formed from a merger of ODD and Engine Creative, to inject blue blood into the veins of gamers in a sequence of dramatic transformations transforming the mundane into the magical.
Enlisting gold and crimson in abundance, the dramatic makeovers aim to show how a quick gaming session can transport you to a better place by choosing the premium Royal Match experience.
Running for a fortnight, the TV campaign seeks to win over casual gamers to the delights of Royal Match, elevating play from the bedroom to the ballroom.
Richard Hocking, chief marketing officer at Dream Games commented: “We wanted to share the premium experience of playing Royal Match and the enjoyment that can be had to a global audience.”
Katy Hopkins, creative director at House 33, adds: “Wherever you are, whatever you’re up to, you can enjoy a right royal team with a game of Royal Match. This transformative ability is what we worked to bring to life in this new campaign. Featuring gold-plated harps, floating jewels and topiary horses, this film for Dream Games was created with the help of a dream team including Sophia Ray, Partizan, String&Tins and Black Kite.”
Launched in 2021,Royal Match has risen to the top of the pecking order as one of the top three highest-grossing mobile games in the US.
Credits
Client: Dream Games
Chief marketing officer: Richard Hocking
Brand marketing lead: Amy Beadle
Executive creative director: Jo Moore
Creative director: Katy Hopkins
Creatives: Nick Coates, Gabby Kohli
Planner: Simon Butcher
Account management: Julian Hough, Katherine Thompson, Olivia Conroy and Stephen Rowe
Agency producer: Tracy Macassey
Project director: Louisa Lewis
Director/production co: Sophia Ray, Partizan
Producer: Annabel Ridley
Editor: Sam Allen
Post-production: Black Kite
Sound design: String and Tins
DoP: David Foulkes