Building a brand from the bottom up – it’s every advertising agency’s dream.
Add to that the opportunity to help launch a product not yet understood in the marketplace, and, well, you’ve set the stage for a challenge!
This scenario describes KK BOLD’s relationship with international gaming industry leader Greentube and the launch of Greentube Pro, its social casino gaming product.
What is social casino gaming? Think of Candy Crush, Farmville or Words with Friends, then focus the purpose of online game play on drawing players to the casino floor as well as its hotel, restaurants and other entertainment venues. Through a B2B (business-to-business) arrangement, Greentube Pro provides the casino access to hundreds of online casino games as well as the technology and infrastructure needed to turn online gaming into a player retention and acquisition tool.
Players do not win cash prizes; instead, incentives such as discounts at the casino and on its property are built into game play. Similar to entering the bricks-and-mortar facility, online players see the casino’s own lobby as the gaming entry point. They earn rewards through the casino’s customer loyalty program.
Since March 2014, KK BOLD’s key role has been to help Greentube describe this gaming innovation in terms that speak to casino operators. Conversations that began with “tell me what this technical term means” evolved into concise statements of features and functions. The initial stage of the branding process also included establishing Greentube Pro’s identity through its choice of colors and art style as well as the graphics used to depict how the product works.
Over the past 1 ½ years, KK BOLD has developed a variety of print materials and explored online marketing options. One of our first projects was to launch a Greentube Pro landing page; more recently, the site evolved into a responsive and robust web presence available at greentubepro.com.
Throughout this process, our team has worked with Gabriel Cianchetto, Greentube’s president of market development, North America, whose vision and expertise have shaped the product, and Kenny Huang, CEO of Greentube subsidiary BlueBat Games, the team responsible for infrastructure development. From the beginning, Cianchetto recognized the importance of networking at Indian gaming trade shows. KK BOLD has equipped him with display and marketing materials for these events. Cianchetto also has relied upon KK BOLD’s knowledge of Indian gaming to develop a strategic approach to connecting with tribal entities.
Our combined energy and hard work have paid off in a comparatively short time. Greentube recently announced the signing of two agreements with Foxwoods in Connecticut, one naming Greentube Pro as Foxwoods Resort Casino’s exclusive social casino platform and another outlining a strategic marketing relationship between Greentube and Foxwoods Interactive.
What’s next? Here at KK BOLD, we’re looking forward to our role in growing the Greentube Pro brand. Greentube now is positioned as a U.S. social casino gaming industry leader, and a number of soon-to-be- announced enhancements will make Greentube Pro an even stronger competitor in the marketplace. Throughout this next phase, KK BOLD will be there – ready to market, adjust, advise and enjoy Greentube Pro’s success.