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Capcom Used Reddit To Create A Massive Gamification Marketing Strategy

Capcom used gamification-based strategies to keep gamers engaged about the launch for 10 days leading up to the launch of Resident Evil: Village game.

Capcom Used Reddit To Create A Massive Gamification Marketing Strategy

Last year, gaming giant Capcom released its new addition to the Resident Evil video game franchise, Resident Evil: Village. While the game was met with amazing reviews, what was also quite captivating was Capcom’s use of Reddit as a source of marketing. They used gamification-based strategies to keep gamers engaged about the launch for 10 days leading up to the launch of the game.

Capcom set up an account on Reddit titled ‘Village Connoisseur’ to run the campaign and also tied up with the official creative team of Reddit, KarmaLab. Together, they released a slew of video clues on the account about the massive storyline of the game, and these videos also had fans guessing for clues. These videos which told a story served as 24-hour puzzles, and they were not at all easy. So, fans had to engage with each other to get the correct answer. The first video was even solved within 2 hours with fans pouring in their concepts. The strategy served perfectly, and a massive hype was created within the gaming community.

Officials from Capcom stated that the idea primarily came up due to a lack of physical engagements with fans during the pr-release marketing period. Physical events served as an engagement platform for video game developers, and it was lacking for this major release. When the Reddit campaign was launched it received a massive fan reaction with 99% percent upvotes. Not only did the daily puzzle games boost buying intent, but they also generated user engagement through the roof.

Technically, their marketing strategy was to create a game that would lead up to the main game. Nothing of this short had been tried before, especially through social media. So, when the idea was developed it clearly turned heads.  

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