GAME HOURS: Crafting effective and engaging campaigns for female gamers

The gaming industry was long perceived as predominantly male-dominated. But the reality is much different than that.  

A report highlights the rapid rise of female gamers in Asia. Currently, they make up 37% of the total gamer market and are growing at an impressive rate of 11% annually, outpacing the growth of new male gamers. 

This represents a considerable opportunity for a leading game publisher in North Asian territories, GAME HOURS. A passion for Taiwanese games and a continuous effort to develop excellent games in Taiwan have always been one of their main goals, with Macao and Hong Kong also being key markets. And to focus on female gamers they launched Light and Night, an immersive and interactive mobile game. 

While the female gaming market is expanding rapidly, it comes with its own unique challenges. 

Gaming trends are changing rapidly, and at the same time, female gamers have their distinct interest and preferences. Understanding this niche audience and the fast-paced market requires continuous adaptation and learning. 

To stand out in this competitive gaming landscape, they needed two things:  

Infobip, with its proven international network and experience in the gaming sector, was the ideal fit. 

GAME HOURS understood that reaching its target audience for Light and Night required going beyond traditional tactics. They needed to create engaging campaigns that resonated with female gamers. 

Their journey with Infobip began with the successful launch of a game called New Duolou Continent, targeting the Malaysian and Singaporean markets using SMS. 

Soon after, they were looking for more conversational experiences for their campaigns.  

Infobip empowered them with: 

Let’s take a look at the Light and Night game.   

Players can create female avatars, making their own choices about the story’s progression, including pivotal decisions such as romantic encounters and the pursuit of love. The game features five distinctive male protagonists for players to choose from, who can be matched with the player’s female lead.  

However, to make the experience more immersive, they added a feature where the chosen male characters would make phone calls with the players within the in-game phone system to help boost engagement and retention. 

GAME HOURS wanted to recreate these conversational and personalized experiences in the real world. 

With Voice, this innovative idea became a reality.  

During special campaigns, players received automated phone calls from the male characters.  

This added a unique dimension to the player’s experience and provided an extra element of surprise. GAME HOURS were able to create automated Voice flows for each user easily over Moments, and were able to make changes in real-time. After the initial campaign, it was evident that players loved this approach and even eagerly anticipated receiving calls from their in-game partners. 

GAME HOURS still uses SMS at various stages in the user journey, encompassing transactions, marketing communications, and identity verification. And as a fallback channel during the campaigns. 

This includes messages for: 

An impressive conversion rate showed that players who received a voice call were incredibly likely to engage with the game. 

Also, the campaign sparked discussions within the social community, demonstrated by significant increases in Facebook community engagement during New Year and Valentine’s Day events. This enthusiastic response showcases the deep loyalty GAME HOURS has built with its audience. 

Using Moments, SMS, and Voice through various campaigns offered high delivery rates and increased gamer engagement. 

High delivery rates across Voice and SMS campaigns demonstrate the power and effectiveness of Infobip’s solutions.