Engagement rates of 73%-plus as Ubisoft activate cheat code and gamify video game marketing
Success Stories
Ubisoft is a video game publisher with development studios across the world.
Among other global favourites, their franchises include the Tom Clancy games like Rainbow Six and Splinter Cell, Rayman, Rabbids, and Assassin’s Creed.
The challenges
🎯 The video game market has always been in a state of constant revolution that’s inline with advancing technology.
From the arcade boom, to the console wars, to the phasing out of physical format media, every aspect of gaming is constantly improving – and to this trend, Ubisoft were looking for a more engaging way to market their new releases.
Their goals broke down to:
- Marketing video games to their customers more effectively
- Creating employee engagement using new releases as milestones
📱 Games and gamification experiences “by Drimify”
Ubisoft opted to use the Drimify gamification platform to help them achieve these goals across some major game releases.
To promote Tom Clancy’s Rainbow Six Extraction, they customised a marketing game around elements of the in-game world.
Extraction’s playable characters or operators work for REACT (the Rainbow Exogenous Analysis and Containment Team), and players must select their operator based on their special abilities and overall profile before starting missions. With Ubisoft’s marketing game, players answered a series of questions to determine their agent profile if they were a real life operator.
It’s all content and stories and putting yourself virtually into a fictional skin, so in this way, gamification helped them connect potential customers to this latest update in the Rainbow Six series. It bridges the gap between the game and the marketing.
Repeat gamification leads to better KPIs and achieving more goals
Every action a user takes on a Drimify experience generates a data point, so from project to project, you learn more about what works for your audience and you can optimise your gamification strategy to better serve your business.
When it came to the release of their collaboration with Nintendo, Mario + Rabbids Sparks of Hope, based on the effectiveness of the Rainbow Six marketing game, they utilised a similar approach for customers to identify which hero from the game they were most like. This more informed approach saw a 16 percentage point improvement over an already impressive engagement rate.
Additionally, they took the release of the game’s soundtrack as a milestone opportunity to bolster their internal communications and create some employee engagement.
They created a Music Quiz, where each question played a piece of music from the soundtrack, and team members were asked to select which action it scored in the game. The leaderboard was enabled to ultimately crown a winner, uniting teams from across their worldwide locations in a friendly contest in a way that’s both on-brand, and celebrating the company’s achievement.
Multilingual gamification platform for global projects
For the release of the Ubisoft original, XDefiant, they utilised the Personality Test approach once again, this time to match potential players to different factions they can play as in the game.
They used Drimify’s multilingual feature to easily create translated versions of the marketing game, and subsequently implemented it in more markets, recreating a winning promotion formula across territories.
Results and KPIs
Key figures 🚀
Ubisoft X Nintendo’s game Mario + Rabbids Sparks of Hope campaigns
- 89% engagement rate externally with target customer audience
- 87% engagement rate for internal comms celebrating the new release
To promote Tom Clancy’s Rainbow Six Extraction
- 73% engagement rate connecting target customers with the new game’s lore
To promote XDefiance
- 91% engagement rate in French
- 74% engagement rate in English
Objectives achieved 😎
- Key releases promoted in a more fun and on-brand way 🎮
- Employees engaged and kept informed about adjacent media releases 🎵
- KPI improvements from one gamification project the next showing the power of repeat gamification 😍
Want to know more?
Your ideal Drimify plan
Your Drimify plan
Drimify is the no-code gamification platform for engagement and loyalty. Whether as a standalone solution or integrated effortlessly into existing systems, access a rich catalogue of customisable gamification experiences ready to plug-and-play, along with exclusive features like the Dynamic Path™ and the Combo™ for more immersive user journeys. Supercharge engagement across your operations and drive business growth.
The Strategy Pack
Enhance your approach to audience engagement with expertly crafted strategies. Our DrimTeam of gamification experts collaborate with you to plan and seamlessly supercharge your project, optimising every touchpoint across the user experience. Let us help amplify your success with our proven tactics and innovative digital experiences.
The Assistance Pack
We work together, setting up the experience with you (or for you), providing expert guidance and technical integration assistance, refining and optimising your gamification experience right through final validation to project completion. Ideal for those looking to save time, gain peace of mind, or learn how to get the most from the platform.
