There's a new ad campaign in London for Clash of Clans, the mobile strategy game owned by Finnish developer Supercell. It includes a 360° advert on the landmark BFI IMAX cinema, along with a slew of billboards around Waterloo station. And when we saw Star Wars: The Force Awakens recently, the last ad to play on the cinema screen was 'Lava Pup' starring Christoph Waltz (Spectre, Django Unchained) and talk-show host James Corden.
The campaign focuses on "True Tales of Clash Achievery". Sharing real stories from its flagship game helped Supercell secure five of the 10 most-watched ads on YouTube in December. Four were for Clash of Clans, while the fifth was for another of its games, Boom Beach. The top spot went to a virtual reality-style 360° video for the game that has racked up more than 30m views.
Supercell spent an estimated $59.8m on advertising Clash of Clans in 2015. Highlights included a Super Bowl spot featuring Liam Neeson (Taken). In total, video game developers spent 47% more on advertising in the US in 2015, as 65 brands shelled out about $630m on TV advertising. An ad for Machine Zone's Game of War - which featured Kate Upton - was the most widely seen.