Migros Merge: Mutabor and Gbanga develop mobile game for Migros

A large proportion of purchasing decisions in Switzerland are made by women between the ages of 25 and 40. Reaching them via classic marketing channels is becoming increasingly difficult, according to a Migros study from 2019. It is striking that a high percentage of this target group plays mobile casual games every day. Be it to relax briefly or to immerse themselves in an imaginative story, as various studies show.

New experience for customers

Instead of advertising in established games, Migros teamed up with Mutabor and Gbanga to create a own mobile casual game developed. With integrated product and advertising placements, the game is a high-reach owned media channel designed to offer positive brand experiences. "Many brands are trying to become active in game marketing and are either investing in short campaigns or placing their advertising messages with other providers," explains Burkhard Müller, Chief Digital Officer at Mutabor. "Migros is developing its own game and has thus opened up a new touchpoint where it can reach its target group directly and with 100% Migros content." "Retail meets entertainment in the digital world," adds Matthias Sala, founder and CEO of Gbanga. "Through the innovative adaptation of a popular game genre, we can make the world of Migros' cult products an interactive experience. We are particularly pleased with the many store reviews from players who have positively incorporated the game into their everyday lives." The storyline focuses on an eventful story, integrating the brand messages and values as well as the Migros product range. In terms of content, the protagonist Mia travels with her friends through the ages in a remote Swiss mountain valley. There is always something new to discover on the journey from the Stone Age to the future. To give the target group an understanding of Migros' product range expertise, Migros products have been included in the game and brought to life through a Merge3 mechanic. By cleverly combining objects, products are created that can be used to solve game tasks. This mechanic makes it possible to regularly bring new product ranges into the game. To strengthen the branding, the most important Migros brand elements were integrated into the game: from the colors to the characteristic Migros-M, which can be found in many game assets. In addition, well-known products were integrated, such as the cult iced tea or the ice cream.