Disney Magic Kingdom for Gameloft

Disney Magic Kingdoms is a 2016 city-building game developed and published by Gameloft for mobile and Windows. The tycoon-style game is themed after the Walt Disney Parks & Resorts. We were invited to RFP the work at Ayzenberg, and the strategy and potential campaign ideas were next level.

We saw the following objectives:

1. Strengthen Disney Magic Kingdoms’ positioning and visibility within the intense and saturated tycoon market, targeting adult women.

2. Combat the growth decay curve, attaining a new step of commercial success.

After substantial market research, we found these challenges:

1. Aside from the crowded segment of Disney Magic Kingdoms, there were risks of getting lost in the growing catalog of Disney Mobile game offerings.

2. Potential fans lack general awareness and understanding of the unique play benefits unless they’re already familiar with the tycoon builder segment.

Next Came our magic…