Japan-based mobile social gaming company GREE International–the company behind titles such as Knights & Dragons, Modern War and League of War: Mercenaries–appointed Goodby, Silverstein & Partners as its first agency of record.
GREE International may not be a familiar name to many, and there is no estimate for the company’s ad budget, but it’s apparently a fairly large account. A representative claimed “the company’s goals are very aggressive,” and according to Kantar Media the company competes with other game makers such as Clash of Clans (which spends around $48 million on measured media annually), Mobile Strike ($55.6 million) and Game of War ($84 million) for context.
“The mobile gaming market is changing dramatically and while expertise in digital marketing remains critically important, building brand and establishing a strong franchise with consumers has become equally important. GS&P clearly excels in this area across the categories they’ve worked in including a deep history in the gaming industry with premiere companies,” said GREE International vice president of marketing Shawn Conly in a statement. “We reviewed five leading creative agencies in our selection process, and GS&P’s level of strategic thinking, truly creative problem solving, deep resources, and demonstration of partnership were key deciding factors in selecting them as our agency of record.”
“We look forward to working in the gaming space with GREE International to build the brand in innovative ways,” added GS&P partner, executive creative director Margaret Johnson. “As a brand, GREE International offers a myriad of creative possibilities, particularly in the social space.”
The appointment follows a string of recent account wins for GS&P, including StubHub and the Golden State Warriors. The win also came before today’s announcement that the shop’s creative department had hired a dozen new members.