Google Play: Winterlands code hunt

Singaporean digital game Free Fire created the Winterlands Code Hunt to grow app installs, visits and engagement.

Campaign details

Brand: Google PlayAgency: Toaster SingaporeRegion: APAC

Strategy

Objective

Free Fire, one of Asia's largest battle royale games, was losing players to the post-pandemic boom. We needed a way to reignite the fire in players that had gone cold for their limited-time event called Winterlands. We also wanted to bring new players into the game while showing Google Play as the premier payment platform for mobile gaming.

Target Audience

Yes, this was the first year the campaign ran. Compared to last year, we did considerably better especially in terms of spend during the campaign...

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