Google Play: Diamond Valley
Open the game- Brand
- Google Play
- Objective
- Engagement
- Industry
- Tech
- Mechanic
- Adventure
- Platform
- Web
- Agency
- Phantom
Objective
Google Play sought to increase engagement with its loyalty program (Google Play Points) by creating an interactive gaming experience that would encourage users to actively participate in the platform. The campaign targeted Google Play's most dedicated gamers across multiple regions with an RPG-style adventure that rewarded participation through exclusive prizes including Google Pixel devices, gaming hardware, and additional loyalty points.
Solution
Diamond Valley is a custom RPG mini-game integrated into the Google Play Points loyalty program. Players explore a virtual world, complete quests, participate in mini-games (including a nested game called Diamond Hero), and undertake team-based squad challenges to collect in-game diamonds. These diamonds grant chances to win real-world prizes: Google Pixel Watch, gaming technology, Razer products, and Play Points bonuses. The game features a tiered experience with an exclusive VIP zone (Diamond Lab) for early access participants. It was developed by Phantom Studios and released with Gold+ member early access on October 16–22, 2025, followed by general U.S. availability October 23 – November 9, 2025, with subsequent rollouts in the U.K. and Brazil.
Results
Not published.
