GAME Christmas Shopper Simulator
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Objective
GAME, the UK's leading video games retailer, faced the challenge of cutting through the crowded Christmas shopping season without the marketing budgets of major generalist retailers. The brand needed to create buzz and drive engagement during peak holiday shopping periods through entertainment and earned media.
Solution
A free downloadable game that parodied the trend of intentionally buggy, comedy-focused titles like Goat Simulator. Players completed Christmas shopping tasks from a gift list while causing physics-defying chaos—pushing other shoppers, discovering hidden areas, dancing, and breaking environmental rules. Developed by Freak Storm Games in collaboration with agency 101. Launched December 4, 2015, on GAME's website with initial Twitch livestream promotion that sparked organic YouTube sharing.
Results
The game accumulated over one million downloads and 36 million YouTube views after launch. It won a Bronze Award in the Games category at the Clio Awards in 2015.
