By Dr. Serkan Toto – On Japan's Game Industry

Dentsu Starts Promoting GREE – In Airports [Social Games]

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GREE caused quite a splash a few days ago when the company announced a deal with Dentsu under which the advertising giant is to promote the platform internationally.

And now Dentsu started doing what they’re supposed to do – in airports. You read that right, somebody decided the best idea to kick off a “corporate branding project” (GREE’s words) is to install banners in the Narita and Haneda airports in Tokyo. (Let me ask: why does GREE need a corporate branding project?)

This is the image people are seeing (the project started on April 1 – interesting date):

I love how absolutely no one who isn’t familiar with GREE will understand what the banner is about: judging from this image alone, GREE looks more like a bank.

And here is how the promotion looks (the pictures on the top show the banners in Narita, the ones below in Haneda):

Not that I am an advertising or branding expert, but if I were GREE and wanted to “win” outside Japan, I would focus on creating good games, getting international developers on board, and acquiring users, and not let Dentsu spend millions of yen on marketing campaigns with no apparent value.

 

About the author

Dr. Serkan Toto

I am the CEO & Founder of Kantan Games Inc., an independent consultancy focused on Japan’s game industry.

Please feel free to connect via Email (Serkan at kantangames.com), LinkedIn or Twitter.

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By Dr. Serkan Toto – On Japan's Game Industry