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DEA and Calbee participate in the smartphone game "Community Wars" with their promotion featuring "Jagariko" and others.
The Singapore-based game development company Digital Entertainment Asset (DEA) announced on the 5th that it has launched the second collaboration event “SNACK WARS powered by Calbee” with Calbee for its smartphone game “Community Wars”.
This project is a game-in marketing collaboration between Calbee and VTubers. Six snack brands each employ a VTuber to form fan communities and compete for popularity within the game. Fans from the winning community can earn more reward points, which can be exchanged for Amazon gift cards or the cryptocurrency DEAPcoin.
KDDI’s NFT marketplace “αU market” is also involved in user acquisition strategies and is attracting attention as a new model case for brand utilization in the Web3 gaming market.
In the first round (July 22 - August 4), “Kataage Potato” emerged victorious. In the second round, held from August 5 to 18, the three brands “Jagariko”, “Jagabee”, and “Pizza Potato” will compete anew. Each brand will be led by different VTubers, and popular voice actors will provide character voices in the game.
“Community Wars” is a new type of tower defense game where players’ “support” helps real-world activities of their favorite entities. It operates on the GameFi platform “PlayMining” run by DEA, and it has a mechanism that allows players to exchange Reward Points earned in the game for cryptocurrencies like DEAPcoin (DEP).
DEA is a Web3 entertainment company established in 2018, and “SNACK WARS” has garnered industry attention as a case that embodies a new form of fan engagement through collaboration with food brands.
Strengthening measures to acquire new users
DEA has extended the “Summer Vacation! Start Dash Campaign” for new players until August 11. During this period, 100 new users who start the game will be selected by lottery to receive a 1,000 yen Amazon gift card.
Additionally, the NFT marketplace “αU market” operated by KDDI is currently selling “Flag NFTs” to support the second round of target communities. A special campaign is also being conducted where a total of 56 original merchandise items will be given away to lucky buyers through a lottery.