Radical Realms aims to enable brands and retailers to extend the conversation with customers beyond physical stores and engage them in a measurable way. Consumers can win virtual rewards by playing and succeeding in a range of mobile games, alone or together with their friends.
For example, if a consumer shares images of different outfits tried on in Forever 21 through the platform, they receive immediate rewards from the store. Also, when competing with friends in a game, they stand to win a bigger prize.
While brands can claim specific games as their own branded games, the platform also provides a campaign management system for retailers and brands to customise their deals based on location and timing, in order to deliver relevant offers to engage consumers.
The company has identified Asia-Pacific as a key market because mobile gaming, shopping and dining and social media are extremely popular in many parts of the region.
“We have recognised this scene in Asia, especially in Singapore, where people engage with mobile phone more than each other,” David Eldridge, CEO and founder of 3radical, told Campaign Asia-Pacific during an exclusive interview. “So we thought about bringing a platform that helps people not only engage each other through games, but also receive virtual rewards by playing games together.”
Speaking of choosing Singapore for its global launch, Eldridge noted that the city is one of the most technology savvy markets in the region, as well as a great shopping destination. “People here love shopping, and also like playing mobile games,” he said. “Ten per cent of population plays Candy Crush here, which we haven’t seen it anywhere else in the world.”
“The market size enables us to communicate with target audience effectively,” he added. “Finding deals and promotions is also part of the shopping culture in Singapore.”
According to the latest Nielsen Global Survey of Consumer Shopping Behaviour, the majority of Singaporean (92 per cent) actively look for deals when in-store, and use promotional leaflets/flyers (80 per cent) or coupons (77 per cent) on at least some shopping trips.
Compared to a number of mobile applications in the market for retailers to offer deals and virtual coupons, Eldridge said Radical Realms is more about getting people to want something from brands, as they need to compete in the games to win offers.
3radical opened pre-registration to consumers in June, and so far, more than 1,400 people have already signed up on the platform ahead of the launch at 313@somerset, one of the major shopping malls in Singapore’s premier shopping street—Orchard Road.
More than a dozen brands have already partnered with 3radical, including Guess, Forever 21, Billabong, Epicentre, CoCo Incybanya, Make Up Store and Smoothie King.
The company has recently appointed Chris Tew as executive vice president for Asia-Pacific to lead all sales, marketing and operations in the region.
Tew previously set up the Australian operations for web content management company Mediasurface, which was later acquired by Alterian plc in 2009. Tew then led the operations for the combined customer engagement business, relocating to Singapore and building operations across Southeast Asia. Following Alterian’s acquisition by SDL in 2011, Tew became executive vice president for Asia Pacific for SDL.
