The object of the free app is for players to build a "dream" home, and then defend it against an evil nemesis seeking to tear it down. Gamers have a diverse range of materials to build with while trying to defend their precious structure.
Zoe Freeman, digital director for Spinach, says the game is designed to support a national lottery competition through which First National is giving away high-value (A$5000 each) vouchers for a hardware and renovation warehouse, although entrants don't need to play the game to join the draw.
“It’s an incredibly fun game that’s free to download and the branding is subtly incorporated into the game play,” she said."Real Estate Rumble is a classic commuter game that will live on users’ home screens for years and not days."
She said brands are only just beginning to understand the power and value of engaging consumers through mobile gaming.
“Smart brands like First National have recognized that gaming is one of the new frontiers in customer engagement," she said. "Nothing bad ever came from giving consumers a fun place to play minus the conditional hard sell.”
Stewart Bunn, First National’s communications manager reitterated that the game was just for fun. "You don’t have to play the game for a chance to win one of the five competition prizes but, like
building up a real estate portfolio, the game is addictive.”
Credits :
Executive Creative Director: Frank Morabito
Senior Art Director: Melinda Pritchard
Digital Strategy: Zoe Freeman
Senior Account Manager: Lauren Clark
Client: Stewart Bunn, First National Real Estate
Production Company: Gee Multimedia
