Ubisoft and Toys “R” Us today announced the release of a free-to-play toy store simulation Facebook game where players earn coupons to be redeemed at the toy retailer’s website and brick-and-mortar locations. The game is due out on mobile devices in the coming months.
Developed by Ubisoft Quebec, Toys “R” Us Towers has players managing a Toys “R” Us store by building and designing a variety of toy departments and attractions. For example, players can create a science toy department or a giant Ferris wheel like the one at the retailer’s flagship store in Times Square. As they gain experience, players work their way up from trainee to store manager and finally CEO.
Like most business sim casual games, Toys “R” Us Towers incentivizes players to get their Facebook friends involved and purchase premium currency, which can in turn be spent on additional energy, premium toy departments and other bonuses. Toys “R” Us Towers’ special hook is that it will also allow players to earn coupons for discounts redeemable at Toys “R” Us stores nationwide and Toysrus.com. The press release we received claims that users can earn a coupon for 15 percent off their next in-store or online store purchase within the first hour of the game.
We’ve seen social games offer real-world rewards before, with Race 4 My Place’s cash prizes being a recent example. Toys “R” Us Towers’ has several advantages over previous attempts, however, due to Ubisoft’s Facebook and game-making expertise (although it has seen mixed results in the former) and Toys “R” Us’s easily recognizable branding. The partnership also seems to make a lot of sense on paper since both companies court the attention of young audiences, especially around the holiday season when kids are asking their parents for toys and video games. The discounts earned in-game may well push consumers to shop for presents at Toys “R” Us as opposed to other big box or online stores.
You can find Toys “R” Us Towers here. Look forward to our review.