integRated promotion

HOLIDAY WISH LIST

One of PLAYSTUDIOS’ biggest challenges was driving deeper engagement with myVIP, its player loyalty program. Inspired by partner MGM Resorts’ annual Holiday Gift Shop, we saw an opportunity to create our own holiday tradition—one built around something even more valuable: asking our players what they actually wanted.

At one of PLAYSTUDIOS’ popular player meet-ups, we asked attendees a simple question: What’s on your holiday wish list? Their submissions helped inspire the experiences and prizes that became the foundation of the Holiday Wish List.

Timed around the growing excitement of Cyber Monday, the campaign connected gameplay, rewards, and social media into one amplified experience. Players could win major prizes by playing PLAYSTUDIOS games, while additional rewards and sweepstakes opportunities encouraged participation across the myVIP social channels.

The result became one of the brand’s most successful integrated in-game and social activations to date—surpassing performance goals, driving deeper participation in myVIP, and helping reinvigorate its underperforming social channels.

Client PLAYSTUDIOS

Role Cross-Functional Creative Direction, Concept, Scriptwriter, On-Set Direction