Categories Name : Web
Sub-Category : A4. Best Use of Web Based Games
Campaign Name : Game On: Turning Play into Powerful Brand Action
Brand placement was embedded into gameplay through reward-led formats that worked with user behaviour, not against it. The “Move Your Way” idea came alive through in-game choices like progress, upgrade, or enhance at moments when players were most likely to act. Using the GAME score framework, we curated a high-impact mix of casual, arcade, and cricket games, ensuring presence in the most receptive mindsets. Gaming evolved into a precision-led engine, turning context and attention into active choice, participation, and real brand impact. Campaign drove a 56% surge in conversions and 61% uplift in conversion value vs. non-campaign period. Media outperformed benchmarks with 4% CTR (vs. 1.5% benchmark), ~90% VTR, and 4X planned clicks, delivering 15K+ sessions, establishing gaming as a high-impact driver of engagement and consideration.