PlayHard

Objective

Red Bull aimed to create an interactive branded gaming experience to engage its audience through pop culture-focused entertainment. The initiative combined puzzle and quiz mechanics to drive brand engagement and extend Red Bull's presence into gaming culture.

Solution

A web-based game featuring puzzle and quiz gameplay with hidden object mechanics (players find 66 games hidden in a gaming room) and embedded Easter eggs. PopCorn 66 developed the experience with multiple versions, including a specialized edition for Gotaga, a gaming influencer. The game was launched in February 2021, with an updated edition released in September 2023.