AJ Tracey x Spotify: Flu Game
Open the game- Brand
- Spotify
- Year
- 2021
- Objective
- Product launch
- Industry
- Entertainment
- Mechanic
- Sports
- Platform
- Mobile web
- Agency
- Spotify
- With
- Stink Studios
Objective
Spotify partnered with British rapper AJ Tracey to promote his basketball-themed album 'Flu Game' (April 2021) through an interactive game. The campaign was part of Spotify's broader strategy to enter the gaming market, leveraging research that showed passionate gamers are highly engaged music fans — thus deepening artist connection while testing interactive platforms as engagement tools.
Solution
A web-based street basketball game with 16 progressively challenging levels where players shoot basketballs into hoops while navigating dynamic obstacles (moving characters, animated obstacles). AJ Tracey provided in-game narration and encouragement. The game featured an integrated playlist of album tracks, including collaborators Mabel, Digga D, T-Pain, MoStack, and Kehlani. Launched April 19, 2021 (three days after the album's release) on Spotify's platform as a direct web experience accessible to fans globally.
Results
Not published.
