- Client:
- Xbox
- App:
- Fable III Kingmaker
Helping Xbox pioneer location gaming to drive sales across Europe.
Key Features
- Players registered within the app and were assigned to either the team of 'Rebels' or 'Royals'
- Using GPS to pinpoint their exact location, players planted virtual flags to conquer geographic territories
- Players could then import virtual currency from the mobile game into the full game via Xbox Live – driving purchases of the full version
Activity
- Fable III entered the UK gaming charts at no.1
- Designed and developed in association with Xbox advertising agency of record McCann London, fully cross-platform and to a tight deadline
- High-profile launch to a loyal fan base at Eurogamer conference
- Over 100,000 gamers joined in within 4 weeks
- Over 5 million flags were planted and over 5 billion pieces of virtual treasure were collected proving stickiness of the app
- The app was awarded 3 Creative Circle Awards 2011 including Gold in the Best Use of Mobile category and silver in the Most Innovative Digital Campaign.
- Winner of 3 awards at The Blades 2011
- Winner of Best Campaign App at the Mobile App Awards 2011
“It was very clear that Grapple Mobile was the best partner we could have picked. Xbox Fable III Kingmaker has been a runaway success... pushing Fable III to the number 1 spot in charts all across Europe”
Tom Rothenberg, Managing Partner, McCann London
