Superbowl-sized market share
If 51 percent of US homes have games consoles, then the still expanding Chinese market has massive potential.
The business that becomes the trusted and preferred partner for China’s gaming companies to develop, grow and earn will have a superbowl-sized market share. For the ChinaJoy digital entertainment expo, our task was to reinforce Google’s claim to be the go-to partner for machine-learning technology in gaming.
The obvious watchwords for our approach were ‘innovation and interactive’, but the challenge was how to make it credible and engrossing for a sophisticated audience.
We created an unmistakably Google-looking ‘connected corner’, where key products were demonstrated beneath the eye-catching invitation to ‘keep Google Googley’. In addition, we installed a rock-solid VPN network to give dependable access to both the B2B and B2C demos, ensuring Google Play had the best possible opportunity to be associated as the gold standard gaming platform for developing, publishing and playing.