This isn’t a red carpet movie debut or a charity event, but celebrities still attend.
When Israeli mobile gaming company Playtika launches a new series of advertising campaigns the day after Christmas, it will do so with some big names in tow. Jason Alexander promotes the World of Poker series in a series of commercials, while Sarah Jessica Parker plays a city girl who enjoys country life thanks to Solitaire Grand Hervest. Home improvement guru Ty Pennington plays the Caesars She slot. And Drew Barrymore will be making her second push after Bingo Blitz.
“We believe these celebrities will help us reach a wider audience,” Playtika Chief Marketing Officer Nir Korczak said in a recent interview, adding: This category. ”
Gaming ads are typically targeted at gamers. they are young They usually don’t watch much traditional television, where the aforementioned celebrities have come up with their most famous works. And they often ignore traditional marketing messages.
But their older counterparts are not. There are also actors like Parker, known for “Sex and the City.” Alexander, the mainstay of “Seinfeld.” Mr. Pennington, famous for his appearance on “Extreme Makeover,” and Mr. Barrymore, a movie star who currently hosts a daytime talk show, are familiar faces. It’s a sharp contrast to typical game ads, which simply cut out and show actual gameplay. “We want to grow this whole category,” Korczak says. “And with their help, we can do it in a more efficient way.”
Gamers may see more actors than expected. In some cases, avatars of celebrities are woven into the games they help promote, Korcask said, creating the impression that the celebrities are the hosts.
The mobile gaming market is large, but it is expected to grow further. The global mobile gaming market is expected to reach an estimated $339.5 billion by 2030, up from $108.2 billion in 2022, according to a June report from market research firm Facts & Factors. Much of this growth is expected to be driven by older consumers who have become more comfortable using tablets and smartphones. At the same time, research has been published over the past year suggesting that revenues from mobile games will decline in 2022, partly due to the impact of inflation. Higher prices for eggs and gasoline mean less money is available for non-essential services.
While the publicists in question are better known for other types of advertising, Mr. Alexander has been instrumental in everything from KFC to Tide to Western Union. Mr. Pennington proposed guaranteed interest rates and cabinet-to-go. Barrymore once promoted Garnier Nutris and even McDonald’s when she was younger. Parker previously appeared in Stella Artois’ Super Bowl ad and helped glorify Gap in a music spot.
Playtika has a reason for launching various celebrity-focused campaigns. Kolchak said previous attempts with Barrymore to draw attention to Bingo Blitz were successful. Playtika can track if a famous person drove a download, or if one of their spokespeople’s girlfriends was included in the game, and how their presence drove action. The company also tapped actor Laurence Fishburne to promote the World Series of Poker.
Playtika is giving actors their own pace. Mr. Alexander, who once appeared in a Super Bowl commercial for Rold Gold Pretzels in which he appeared to parachute into a Florida football stadium in real time with a dog from the television series “Frasier,” said the company Big plans for each game campaign. “It was a very ambitious shooting schedule. We were in Vancouver, and we shot 10 spots and some peripherals in one day of shooting,” he says in an interview.
Alexander didn’t need the company-provided primer on how to play poker. “I’ve played this game before. When they called, it was no stranger to me.” The actor said his mission was to get consumers’ attention and educate people about the product. He says it’s something to think about. “Generally, people tend to yell ‘fast forward’ or jump through ads as quickly as possible. If you make them giggle or move them, they’ll hang in there,” he says. .