M&M'S Adventure

Objective

M&M's sought to expand its brand presence into mobile gaming as a recurring engagement channel beyond traditional advertising campaigns. The game served as a brand extension, enabling the company to connect with consumers through an always-on interactive experience featuring beloved M&M's characters. Partnering with mobile games publisher Tilting Point and developer Gear Inc., Mars Retail Group launched the game to establish M&M's in the competitive casual mobile gaming market.

Solution

A free-to-play puzzle game featuring color-matching mechanics where players connect candies across 1,000+ levels while collecting M&M's character accessories and themed outfits. The game integrates live seasonal events, competitive leaderboards, and rotating monthly content. Players travel through branded world locations including New York and Paris. Tilting Point provided publisher services including app store optimization, marketing creative production, and user acquisition management across iOS and Android platforms.

Results

No performance metrics, revenue figures, or engagement data were publicly disclosed.