Branded Games Worldwide Examples by HitBerry Games

Taisiia Dobrozorova
Jun 14, 2023
0 min read

Updated: Jun 25, 2023

Fashion retail brands

Nike

Branded game: Douyin and WeChat

Release year: 2019

Results achieved: Engaged 1,460,000 unique users. A total of 56,000 everyday runners engaged. 918,000 demonstrated purchase desire.

Customer feedback: Out of the 277,000 front runners using Nike's four apps, 20 percent engaged with the campaign.

Reebok

Branded game: Wanna Kicks

Release year: 2020

Results achieved: Over 2 million reach in social networks. 26.5k clicks on the "buy in-store" button.

Customer feedback: 120k try-ons.

Gucci

Branded Game: Wanna Kicks, Sims 4, Roblox.

Results Achieved: Wanna Kicks - 18,9 million reach. 24,01 minute - Lens playtime. Conversion to store from Try-On is >25%. Sims 4 - 46,958 Players Online.

Customer feedback: Wanna Kicks - 34k - clicks, Positive ROAS. Roblox - 42 million daily active users.

Valentino

Branded Game: Valentino One Stud Sneaker AR, Chez Maison Valentino, Valentino Insights

Release Year: 2021

Results Achieved: 50K+ on Google Play, it achieved a 62% increase in total sales and a 77% sales growth in the virtual boutique.

Levi's (501 Jeans)

Branded Game: Trackmania, Tennis Clash, Gravity Rider Zero

Release Year: 2022

Results Achieved: 16% increase in brand ad recall amongst premium jeans purchasers/ Increase in brand awareness -4%.

Customer feedback: Of those exposed to the campaign took an action of some sort which included visiting Levi’s website or marking a purchase -64%.

Rebecca Minkoff, Joie, Halston Heritage, Dannijo, Torn by Ronny Kobo, Cut25 by Yigal Azrouel, Cynthia Rowley, Sigerson Morrison, Hudson, and Botkier

Branded Game: Covet Fashion

Release Year: 2013

Results Achieved: 250M+ downloads. On average, players log in for more than 30 minutes a day. About 80 percent of users say that Covet Fashion made them aware of a brand.

Customer feedback: About 300,000 user looks are submitted per event.

Nike, Adidas, Puma, Air Jordan, Gucci, Yeezy

Branded Game: Wanna Kicks

Results Achieved: more than 500,000 O users in the first days of the application.

Customer feedback: 34k - clicks, Positive ROAS

Louis Vuitton

Branded Game: Louis The Game, League of Legends.

Customer feedback: Louis The Game - 100K+. League of Legends - 180 million players.

Tiffany Co.

Branded Game: League of Legends

Customer feedback: 73 million peak concurrent viewers

Adidas

Branded Game: FIFA

FILA

Branded Game: Crazy Taxi

H&M

Branded Game: The Sims

Results Achieved: pieces from H&M collaborations sell 22 percent faster than pieces from brands' main labels.

Customer feedback: 46,958 Players Online.

Restaurant

KFC

Branded Game: Shrimp Attack

Release Year: 2018

Results Achieved: 22% increase in game registrations. A spike of 106% in its overall sales growth.

Customer feedback: KFC’s marketing campaign was so successful that it led to the new line of products selling out from all the voucher redemptions. KFC found that they had to cut the campaign time in half to stabilize KFC’s supply and demand.

Pizza Hut

Branded Game: Pac-Man from Pizza Hut, Crazy Taxi

Release Year: 2022

Results Achieved: Pac-Man from Pizza Hut - 741 million media impressions. 11,260 hours played, 54% conversion rate. 10.6 million Pac-Man boxes sold, sales were up 34%.

Customer feedback: Pac-Man from Pizza Hut - 11,260 hours played, 54% conversion rate.

Pizza Domino

Branded Game: On the Run! with Domino's, App Pizza hero

Results Achieved:

On the Run! with Domino's - more than 70% of sales in 2020 via digital channels.

App Pizza hero - generated more than 140,000 downloads in its first two weeks after being released Android app. App in the top 15 in lifestyle rankings with the iTunes store and on Google Play. Domino’s digital platforms comprise 30% of sales in the U.S.

Customer feedback: App Pizza hero - reached the $1 billion milestone in online sales.

Starbucks

Branded Game: My Reward, Pokémon Go

Release Year: 2009, 2016

Results Achieved: My Reward - over 27 million active users. Starbucks attributes 40% of its total sales to the Rewards Program and has seen same store sales rise by 7%.

Customer feedback: My Reward - customer retention rate is 44%, significantly higher than the industry average of 25%.

Denny's

Branded Game: Denny's, Atari

Release Year: 2006

Results Achieved: Denny's -the app was downloaded 475,868 times in the first three months. the buzz that was generated produced over 10 million additional impressions.

Customer feedback: Denny's - 73M Clicks to listing. Atari -the app was downloaded 475,868 times in the first three months.

Burger King

Branded Game: The Angriest Whopper, PocketBike Racer

Release Year: 2017, 2000

Results Achieved:

The Angriest Whopper - after less than 2 months, the game gained over 1 million game sessions and more than 2.5 million downloads.

PocketBike Racer - This advergame became less popular but it still achieved Burger King’s mission of increasing brand awareness, ROI success, and user engagement.

Customer feedback: The Angriest Whopper - the 20 million collected jalapenos.

McDonald's

Branded Game: Global App McDonald's

Release Year: 2020

Results Achieved: Users registered - 900K. Average session 17Mins. A massive 14% of users also played Macca’s Run to completion, all 24 levels of it.

Customer feedback: Levels completed - 6M.

Kentucky Fried Chicken

Branded Game: «Shrimp Attack»

Release Year: 2022

Results Achieved: a spike of 106% in its overall sales growth.

Customer feedback: 22% increase in game registrations.

Chipotle

Branded Game: The Scarecrow

Release Year: 2013

Customer feedback: 250,000 users.

Food and Beverages

Skittles

Branded Game: Fruit Ninja vs. Skittles

Release Year: 2014

Results Achieved: 4M+

Customer feedback: £3M marketing push

Kinder

Branded Game: Applaydu

Release Year: 2020

Results Achieved: 10M+ downloads

Customer feedback: 88K+ likes

M&M's

Branded Game: M&M's Take Home the Fun, Eye spy pretzel, ARcade

Release Year: 2019, 2010, 2017

Results Achieved:

M&M's Take Home the Fun - 12k Game Sessions during the 6-week campaign. 6,600 Barcodes redeemed from a wide range of M&M's products.

Eye spy pretzel - 6,000 shares.

ARcade - hashtag, #UnsquareCaramel, was used more than 2,200 times on Twitter and got more than 6 million earned social impressions.

Customer feedback:

M&M's Take Home the Fun - record-breaking 49,000 Pinatas Broken and 521,000 Pinata Hits.

Eye spy pretzel - 10,000 comments, 25,000 new likes.

Ruffles

Branded Game: Amigo AR

Release Year: 2017

Results Achieved: More than 26,000 downloads of the app during two months of the campaign. Users engaged with the app for an average of six minutes every day. Ruffles raised its sales by 43 percent.

Customer feedback: AmiGO was among the 10 most talked-about campaigns on Twitter in October.

Borden Cheese

Branded Game: Delicious Delivery

Release Year: 2021

Results Achieved: Almost 50,000 players. 44% marketing op-in rate.

Customer feedback: The game has been downloaded over 230,000 times.

Kellogg's

Branded Game: Pringles, Froot Loops

Release Year: 2022, 2017

Results Achieved:

Pringles - Completion Rate -93,7%. purchase intent - +15%.

Froot Loops - 5M Impressions, 40% engagement rate, 90% complete engagement, 1.4M minutes played in all.

Customer feedback:

Pringles - viewability -99,4%.

Froot Loops - replay rate 20%.

Butterfinger

Branded Game: Final Fantasy VII

Release Year: 2020

Results Achieved: The campaign saw 130,000 redemptions used and 325,000 codes received, amounting to more than 30 times the typical promo benchmark and 2.5 times more than what Butterfinger expected. 38 percent of consumers who took part in the promotion purchased at least 10 candy bars. Sales grew by 15 percent after being down for the four months prior.

The campaign generated a 900% lift in unaided awareness on Twitch, driving a major impact with the most important audience of the campaign.

Customer feedback: A 117 percent relative lift in Butterfinger is known as a brand that offers in-game redemptions.

130,000 redemptions were used and 325,000 codes were received, amounting to more than 30 times the typical promo benchmark.

Wendy's

Branded Game: Keeping Fortnite Fresh

Release Year: 2018

Results Achieved: 1.5 million minutes of Twitch viewing. Wendy’s scooped the Social & Influencer Grand Prix at the Cannes Lions with its “Keeping Fortnite Fresh”.

Customer feedback: The campaign generated a 119% increase in social media mentions.

Hershey's

Branded Game: Oh Henry!

Release Year: 2022

Results Achieved: 21.9 million impressions. Mobile ad recall (+15.9 points) – twice as high as the industry average and standard.

Customer feedback: Hershey saw success across major categories like fit as a game sponsor (13.3 points), and likeness of the brand’s sponsorship of games (+18 points).

Kellogg's

Branded Game: Froot Loops

Release Year: 2021

Results Achieved: Engagement rate - 40%. Minutes played in all - 1,4 M, complete engagement - 94%.

Customer feedback: Replay rate - 20%.

Lay's

Branded Game: Eskimi and OMD, Gravity Rider

Release Year: 2022

Results Achieved:

Eskimi and OMD - Completion Rate - 92,5%. Viewability rate - 98%.

Gravity Rider - over 100M downloads.

Customer feedback: Reported a 0% invalid traffic score for the campaign.

Kit Kat

Branded Game: Fifa22 PS4

Release Year: 2020

Results Achieved: 11M organic impressions increased likeability to 75% 3rd most recalled sponsor.

Customer feedback: 87% of gamers responded to the private message sent by the brand and of those gamers, 100% of those reactions were positive.

Kraft Heinz

Branded Game: Warzone Pacific

Release Year: 2021

Results Achieved: 100M+

Customer feedback: 80% of gamers eat and drink while playing, but it’s much harder to do this in multiplayer online games like Call of Duty, where an ill-timed break can cost you the match,” says Isabella Rizzo, VP of Marketing at Kraft Heinz.

Nescafe

Branded Game: Honor of Kings

Release Year: 2022

Results Achieved: 2.7B total impressions, 3M engagement, 24.3% increase in online sales.

Customer feedback: Nescafé successfully tapped into gaming culture, made their brand more relevant to Gen-Z audiences, and delivered beyond expectations by driving an increase in online sales of 24.3% and a total category growth of 4%.

Danone - Actimel

Branded Game: Fortnite

Release Year: 2021

Results Achieved: over 500 million players

RedBull

Branded Game: League of Legends

Release Year: 2021

Results Achieved: 180 million players

Customer feedback: Solo Q attracted over 40,000 competitors.

Pepsi

Branded Game: Pepsiman

Results Achieved: 2.7 billion gamers worldwide

PepsiCo (Mountain Dew)

Branded Game: PUBG Mobile: Dew Challenge

Release Year: 2021

Results Achieved: More than 10,600 participants registered for the event, surpassing the target of 5,000 participants set by PepsiCo and Geek Events’ internal target of 10,000 participants.

Customer feedback: the total time the event’s live-stream was watched hit 528,700 minutes for the eight hours of the broadcast.

Chupa Chups

Branded Game: Zool

Release Year: 1992

Results Achieved: The original Amiga game was released to critical acclaim, receiving scores of 97%, 96%, and 95% from Amiga Computing, Amiga Action, and Amiga Format respectively. Retrospectively, Virgin Media included Zool on their list of top ten video game ninja heroes.

Customer feedback: youtube overview.

7-Eleven Slurpee

Branded Game: Slurpee Plus Guarana

Release Year: 2021

Results Achieved: The campaign reached a total of over 1 million unique users with high reach efficiency of a cost per completed view (CPCV) of $0.020 (industry benchmark: $0.035). In-play video completion rate was at 94.76 percent (industry benchmark: 85 percent), with 97 percent viewability. Uplifting awareness by more than 200 percent.

Customer feedback: Significantly delivered on footfall at 173.8 percent but brought the cost per visit down to $0.19 for every user who went to visit the store.

Cars

Lamborghini

Branded Game: Asphalt 9: Legends

Release Year: 2018

Results Achieved: 100M+ downloads.

Customer feedback: Attracted 2M players, collectively clocking up 8m game sessions.

BMW

Branded Game: Drifting & Driving BMW Car Sim

Release Year: 2021

Results Achieved: 1M+ downloads.

Customer feedback: 2,4 K feedback.

Ford

Branded Game: Asphalt 8: Legends

Release Year: 2013

Results Achieved: 100M+ downloads.

Customer feedback: 10,8 M feedback.

Electronics

Samsung

Branded Game: Starcom, Adgage, and Anzu

Release Year: 2022

Results Achieved: 94% AD VIEWABILITY. vs. IAB recommended 50% to serve an impression/ 3% brand memorability boost. 21% higher brand recognition amongst the exposed audience. 67 %of the exposed audience said they saw a Samsung ad within a game.

Customer feedback: 21% higher brand recognition amongst the exposed audience.

Duracell

Branded Game: Bunny Hop

Release Year: 2022

Results Achieved: 5,7M+ downloads. The average game playing time was 2 and a half minutes. That's 14x the average dwell time for an Instagram video (6-10 seconds). Their winner lasted a whopping 7 minutes.

Customer feedback: They reached 5.7 million users, had 7,300 total gameplays, and their new followers increased by 22%.

Alcohol

Malibu

Branded Game: BecauseSammer, Ride the Sunshine Slide

Release Year: 2019, 2016

Results Achieved:

BecauseSammer - 45M+ video views. + 6% increase in global net sales.

Ride the Sunshine Slide - the pilot saw a 3% engagement rate.

Customer feedback:

BecauseSammer - 41M+ impressions generated by the influencer program on Instagram, Facebook, and YouTube.

Ride the Sunshine Slide - the pilot saw a 3% engagement rate.

Jose Cuervo

Branded Game: Metadistillery Jose Cuervo

Release Year: 2022

Results Achieved: 2,000 visitors in the first 48 hours, with users staying for an average of 16 minutes.

Carlsberg

Branded Game: Denmark

Release Year: 2020

Results Achieved: 2 million codes were generated for the campaign. 1,5% increase in traffic on the website. 2.5x more time spent on the website per visit.

Customer feedback: A redemption rate is twice as big compared to other “code on pack” campaigns.

Jack Daniel's

Branded Game: Jack Daniel AR Experienc

Release Year: 2019

Results Achieved: Thirty days after the official global Jack Daniel’s AR Experience app launch, 30.000+ iOS. Android users watched over 110,000 ‘Jack Stories’ AR experiences with an average of 5:42 minutes of total session time per user.

Customer feedback: The AR Experience is attracting a lot of international news coverage and positive user response.

Wisher Vodka

Branded Game: Metaverse

Release Year: 2022

Results Achieved: In the first two weeks (of being virtual), before our vodka even hit retail shelves, we sold more than 100 cases across the country.

Grey Goose (Honey Deuce)

Branded Game: Decentraland for US Open

Release Year: 2022

Results Achieved: With 26,000 downloaded just one week into the US Open tournament.

Miller Lite

Branded Game: Meta Bar Miller Lite

Release Year: 2022

Results Achieved: The bar’s visitors spent an average of 20 minutes within the ad - socializing with other avatars, earning premium wearables, and watching the Miller Lite Super Bowl spot.

Customer feedback: There have been people walking around wearing Miller Lite shirts everywhere and all our premium wearables were snatched up within minutes. Some are now being resold for upwards of $250k.

Brahma (Duplo Malte)

Branded Game: Brahma Bar in Cidade Alta

Release Year: 2020

Results Achieved: More than 1.3M players join the party on the first day. Top 3 most streamed games on Twitch.

Customer feedback: Brahma became the most commented among games.

Absolut Vodka

Branded Game: Drinkspiration by ABSOLUT

Release Year: 2009

Results Achieved: 43,000 times in its first 13 days.

Customer feedback: Top 10 in App Store, twice.

Coors

Branded Game: Coors Light

Release Year: 2018

Results Achieved: Nearly 200,000 games played. Overall engagement time 53,3 minutes. Near 900 social shares.

Customer feedback: Played 32x per player on average.

Toys

Lego

Branded Game: Lego City, Lego Star Wars

Release Year: 2021, 2022

Results Achieved:

Lego City - 41% complete view rite. 98% human viewable impressions, 948843 impressions.

Lego Star Wars - 10M+ downloads. Consumer sales grew 12 percent in 2022.

Customer feedback:

Lego City - 2,96% CRT on complete engagement rate.

Lego Star Wars - 3.2 million copies within two weeks.

Hot Wheels

Branded Game: Monster Trucks

Release Year: 2022

Results Achieved: Ivt Rate Measured By Moat – 0.4%. 63 Premium mobile titles served the ads.

Customer feedback: Viewability Measured By Moat - 99,5%.

Personal Care and Cosmetics

Dove

Branded Game: Super U Story

Release Year: 2022

Results Achieved: 1,5M+ visits.

Customer feedback: 4042 favorites, 1063 likes.

KissKiss Matte

Branded Game: WeChat

Release Year: 2017

Results Achieved: 10,000 players during 10 days. In total, Guerlain has selected more than 300 winners and their personal information.

Customer feedback: 18,582 page views during 10 days.

Unilever (AXE)

Branded Game: Roblox

Release Year: 2022

Results Achieved: IVT Rate reported by MOAT -0,01%. Viewability reported by MOAT - 97%.

Customer feedback: Impressions - 500K+

L'Oréal (Prada Candy)

Branded Game: Candy Crush

Release Year: 2018

Results Achieved: Within 24 hours, 40,000 fragrance samples were requested by players. The fragrance redemption site saw a nearly 1,800% increase in weekly traffic. Engagement Rate - 98,9%, Click-through Rate - 6,6%, Completion Rate - 96,2%.

Customer feedback: Ad Recall and Awareness experienced exceptional double-digit growth, while Favorability saw a +3.5% lift.

P/S Toothpaste

Branded Game: P/S Kids

Results Achieved: 2,6M kids were engaged. 5,5M game sessions. In eight weeks, the P/S Kids product contribution to the total P/S brand grew by 57%. The P/S Advanced Kids line now represents 45% of the P/S Kids portfolio. The P/S Kids product contribution to the total toothpaste category experienced its highest growth in 5 years. Soft metrics such as “appealing,” “recommended, and “is liked by all the members of the family” all grew between 3-4%.

Customer feedback: 102,000 likes, 80,000 comments, 224,000 video views, and 184,000 interactions.

Rexona

Branded Game: APP TriFactory

Release Year: 2019

Results Achieved: 7 M+ people were reached. Over 1,304 participants in the marathon. E-commerce sales grew by 14 times in May and 2.4 times during the duration of the campaign.

Customer feedback: Achieved a CPM 61% lower than the benchmark, Achieved a CPV 50% lower than the category benchmark.

Health and Wellness

Carrefour

Branded Game: Healthy Map

Release Year: 2021

Results Achieved: 350M+ players. 10 M+ gamers reached. 1 M+ interactions.

Customer feedback: 1M Thanks.

Movie production

Forrest Gump

Branded Game: Run Forrest Run: Running Games

Release Year: Updated on Apr 15, 2023

Customer feedback: 10M+ Downloads

Smurfs

Branded Game: Smurfs - The Cooking Game

Release Year: Updated on May 25, 2023

Customer feedback: 10K+ Downloads

Disney

Branded Game: “Dragon Spotting” game

Jack Reacher: Never Go Back

Branded Game: various games on Console, Steam, and PC platforms

Finding Dory (2016)

Branded Game: various games on Console, Steam, and PC platforms

John Wick

Branded Game: Fortnite

Results Achieved: over 500 million players

Thanos the Villain of the Marvel Avengers

Branded Game: Fortnite

Results Achieved: over 500 million players

Suicide Squad

Branded Game: PUBG

+LOL and The Office

Politicians

Obama’s Election Campaign

Branded Game: Guitar Hero III, Madden NFL 09, NBA Live 08, Burnout Paradise, Nascar 09 and Need For Speed Carbon; Madden NFL 13

Results Achieved:

Guitar Hero III, Madden NFL 09, NBA Live 08, Burnout Paradise, Nascar 09 and Need For Speed Carbon - 5 million people have visited the VoteForChange.com.

Madden NFL 13 - sold more than 1.6 million copies.

Customer feedback:

Guitar Hero III, Madden NFL 09, NBA Live 08, Burnout Paradise, Nascar 09, and Need For Speed Carbon - more than 774,000 have downloaded a voter registration form using the site.

Madden NFL 13 - 50 percent more likely to consider voting for Obama.