Dreamworks Animation has spent the last decade developing a large library of properties. Kung Fu Panda, Shrek, Madagascar, How to Train Your Dragon…the list grows with every new release.
With all these campaigns, Dreamworks has many many games on many many different pages all across the web, but there was nothing linking those games together.
Game traffic flares up with a new film’s ad campaign and then disappears into the dark corners of the web. Dreamworks came to SMERC looking for a way to retain and re-engage existing fans between ad campaigns while simultaneously introducing new fans to the library of quality pre-existing content.
Our solution: Dreamworks Social Arcade
The Dreamworks Arcade is a game portal that leverages DW’s vast library of branded games to create a community that strengthens brand engagement between IPs and increases consumer loyalty.
Built with the Game Cloud unified platform, the Dreamworks Arcade gathers all Dreamworks’ games in one place and extends gameplay across all properties, creating a user experience that rewards exploration of the full catalog of Dreamworks IPs. Essentially, we are gamifying the process of being a Dreamworks fan!
Taking advantage of Game Cloud Network’s full social integration and gamification capabilities, the Dreamworks Arcade allows players to create an account with branded avatars and link their account to Facebook. Performance in ANY game in the arcade rewards XP which allows players to gain levels and ranks for their avatars.
Players work towards earning branded achievements which reward Stars. Players use Stars in the Store to buy branded power-ups that increase the length of their games, give them extra turns, or double their points!
A fully COPPA-compliant social community offers all the fun of social play in a way that is safe for kids. Players add friends and compete in fun game challenges.
An activity feed lets players know what their friends are up to and an extensive leaderboard lets players see how their performance compares to the best of the best. Older players are able to share games, progress, and achievements on Facebook.
Finally, a simple-to-use CMS allows for the easy addition of new games, ensuring that the Dreamworks Arcade is constantly updated with new content.
The social features, gamification elements, and sheer volume of games will keep players coming back between ad campaigns and help maintain brand engagement. New ad campaigns with new games reinvigorate the existing IPs and the circle begins again.
Keeping fans engaged was the goal and we think players will have a hard time turning away from the Dreamworks Arcade.