Google Play, DDB Singapore level up Ramadan with family gaming showdown

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Google Play and DDB Group Singapore are redefining Ramadan traditions with a dynamic new campaign that transforms a family gathering into an intense gaming showdown. Launching in Indonesia on 4 March, the "Level Up Ramadan with Google Play" campaign taps into the shared gaming habits that bring families and friends together as they wait for Iftar, the fast-breaking evening meal.

At the heart of the campaign is an unexpected twist - what starts as a playful family competition takes an exhilarating turn when the family matriarch is revealed as the mastermind behind a powerful in-game Orc. This creative spin not only adds humour and surprise but also challenges traditional gaming stereotypes, highlighting that anyone, regardless of age, can be a formidable player.

The campaign reflects the evolving dynamics of family entertainment, where digital play is becoming as integral to togetherness as traditional customs.

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"Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones," Vinod Savio, chief creative officer of DDB Group Singapore, said in a release.

Recognising the importance of accessibility and ease, the campaign also highlights Google Play's simple top-up system, ensuring that gamers can stay engaged without interruptions.

"Ramadan is a time of unity and reflection, and we wanted to ensure our users can enjoy gaming together without hassle. Partnering with DDB Group Singapore, we've managed to capture the essence of this season, celebrating the joy of gaming with seamless and secure transactions," Amanda Chan, product marketing manager at Google Play, said.

To further enrich the gaming experience, Google Play has partnered with major titles such as Free Fire and MLBB to offer exclusive Ramadan promotions. This initiative not only rewards players but also reinforces Google Play's commitment to delivering valuable experiences for its gaming community.

The campaign will be amplified across YouTube and YouTube Shorts, featuring influencer collaborations to maximise engagement, the release said.

This latest campaign follows the success of DDB's viral "Protect Your Play" initiative, which starred Indonesian action hero Iko Uwais. Launched in August 2024, that campaign highlighted the importance of online security in gaming.