{"id":15884,"date":"2022-07-27T14:16:36","date_gmt":"2022-07-27T12:16:36","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=183800"},"modified":"2022-07-28T15:20:01","modified_gmt":"2022-07-28T13:20:01","slug":"migros-merge-mutabor-und-gbanga-entwickeln-mobile-game-fuer-migros","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-07-27\/migros-merge-mutabor-und-gbanga-entwickeln-mobile-game-fuer-migros\/","title":{"rendered":"Migros Merge : Mutabor et Gbanga d\u00e9veloppent un jeu mobile pour Migros"},"content":{"rendered":"<img class=\"aligncenter wp-image-183801 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/07\/PM-MigrosMerge-Keyvisual-16x9-1.jpg\" alt=\"Migros Merge\" width=\"1200\" height=\"675\" \/>Une grande partie des d\u00e9cisions d'achat en Suisse sont prises par des femmes entre 25 et 40 ans. Selon une \u00e9tude de Migros de 2019, il est de plus en plus difficile de les atteindre via les canaux de marketing classiques. Il est frappant de constater qu'un pourcentage \u00e9lev\u00e9 de ce groupe cible joue quotidiennement \u00e0 des jeux mobiles casual. Que ce soit pour se d\u00e9tendre bri\u00e8vement ou pour se plonger dans une histoire pleine d'imagination, comme le montrent diff\u00e9rentes \u00e9tudes.\r\n\r\n<img class=\"aligncenter wp-image-183802 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/07\/PM-MigrosMerge-screens-16x9-2.jpg\" alt=\"Migros Merge\" width=\"1200\" height=\"675\" \/>\r\n<h3>Nouvelle exp\u00e9rience pour les clients<\/h3>\r\nAu lieu de faire de la publicit\u00e9 dans des jeux \u00e9tablis, Migros a cr\u00e9\u00e9, en collaboration avec Mutabor et Gbanga, un <a href=\"https:\/\/corporate.migros.ch\/de\/spiele-apps\/migros-merge.html\" rel=\"noopener\">propre jeu mobile casual<\/a> a \u00e9t\u00e9 d\u00e9velopp\u00e9. Gr\u00e2ce \u00e0 des placements de produits et de publicit\u00e9s int\u00e9gr\u00e9s, le jeu est un canal owned media \u00e0 forte port\u00e9e qui doit offrir des exp\u00e9riences de marque positives.\r\n\r\n\"De nombreuses marques tentent d'\u00eatre actives dans le marketing des jeux, soit en investissant dans des campagnes courtes, soit en pla\u00e7ant leurs messages publicitaires chez d'autres fournisseurs\", explique Burkhard M\u00fcller, Chief Digital Officer chez Mutabor. \"Migros d\u00e9veloppe elle-m\u00eame son jeu et a ainsi ouvert un nouveau point de contact sur lequel elle atteint directement son groupe cible avec un contenu 100% Migros\".\r\n\r\n\"Le retail rencontre ici le divertissement dans le monde num\u00e9rique\", ajoute Matthias Sala, fondateur et CEO de Gbanga. \"Gr\u00e2ce \u00e0 l'adaptation innovante d'un genre de jeu populaire, nous pouvons faire vivre de mani\u00e8re interactive l'univers des produits cultes de Migros. Nous sommes particuli\u00e8rement heureux de lire les nombreux commentaires en magasin des joueurs et joueuses, qui int\u00e8grent positivement le jeu dans leur quotidien\".\r\n\r\n<img class=\"aligncenter wp-image-183803 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/07\/PM-MigrosMerge-screens-16x9-2-1.jpg\" alt=\"Migros Merge\" width=\"1200\" height=\"675\" \/>\r\n\r\nLe sc\u00e9nario mise sur une histoire riche en \u00e9v\u00e9nements, int\u00e8gre les messages et les valeurs de la marque ainsi que l'assortiment de produits de Migros. La protagoniste Mia et ses amis voyagent \u00e0 travers les \u00e2ges dans une vall\u00e9e de montagne suisse isol\u00e9e. Au cours de ce voyage de l'\u00e2ge de pierre \u00e0 l'avenir, il y a toujours quelque chose de nouveau \u00e0 d\u00e9couvrir.\r\n\r\nAfin de rapprocher le groupe cible de la comp\u00e9tence de Migros en mati\u00e8re d'assortiment, des produits Migros ont \u00e9t\u00e9 int\u00e9gr\u00e9s dans le jeu et rendus palpables par un m\u00e9canisme de fusion3. En combinant intelligemment des objets, on obtient des produits qui peuvent \u00eatre utilis\u00e9s pour r\u00e9soudre des t\u00e2ches du jeu. Cette m\u00e9canique permet d'introduire r\u00e9guli\u00e8rement de nouveaux assortiments dans le jeu. Pour renforcer le branding, les principaux \u00e9l\u00e9ments de la marque Migros ont \u00e9t\u00e9 int\u00e9gr\u00e9s dans le jeu : des couleurs au M Migros marquant, que l'on retrouve dans de nombreux \u00e9l\u00e9ments du jeu. De plus, des produits connus ont \u00e9t\u00e9 int\u00e9gr\u00e9s, comme le th\u00e9 glac\u00e9 culte ou les glaces.","protected":false},"excerpt":{"rendered":"<p>Einen grossen Teil der Einkaufsentscheidungen in der Schweiz treffen Frauen zwischen 25 und 40 Jahren. Sie \u00fcber klassische Marketingkan\u00e4le zu erreichen, wird einer Migros-Studie aus dem Jahr 2019 zufolge zunehmend schwieriger. Auff\u00e4llig ist, dass ein hoher Prozentsatz dieser Zielgruppe t\u00e4glich Mobile-Casual-Games spielt. Sei es, um sich kurz zu entspannen oder in eine fantasievolle Geschichte einzutauchen, [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Migros Merge","_yoast_wpseo_metadesc":"Die Hamburger Agentur Mutabor und die Spiele-Schmiede Gbanga haben f\u00fcr Migros das Mobil-Game \u00abMigros Merge\u00bb entwickelt.","articlekey":"","footnotes":""},"categories":[29],"tags":[3122,1708,3126,3123],"class_list":["post-15884","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-gbanga","tag-migros","tag-migros-merge","tag-mutabor"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Migros Merge: Mutabor und Gbanga entwickeln Mobile-Game f\u00fcr Migros - Organisator<\/title>\n<meta name=\"description\" content=\"Die Hamburger Agentur Mutabor und die Spiele-Schmiede Gbanga haben f\u00fcr Migros das Mobil-Game \u00abMigros Merge\u00bb entwickelt.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/2022-07-27\/migros-merge-mutabor-und-gbanga-entwickeln-mobile-game-fuer-migros\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Migros Merge: Mutabor und Gbanga entwickeln Mobile-Game f\u00fcr Migros - 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