Summoner’s Greed: A Case study of marketing in mobile gaming.

The gaming scene on the mobile platform has been filled with freeware games that utilize disingenuous adverts that either provoke its consumers by challenging their skills or highlight sexualized women who appear in the game with a promise of "meeting" them. After downloading these games, revelations begin as unimaginative simple gameplay, and the numerous micro-transaction scams bombard the screens begging for money. While few mobile games stand away from these fraudulent games the focus would be on Summoner’s Greed due to its unique way of marketing its game.

The marketing of Summoner’s Greed is done by Jamie Serote a digital marketing specialist from Hong Kong as evident from the game's Instagram where Jamie uses memes and internet humour to woo consumers in. The use of internet memes is not a recent innovative marketing campaign as big brands like KFC, Mcdonald's and Wendy's have already been using this type of content to promote their brand. However, the issue arises as people begin dismissing these tactics due to their corporate nature which restricts the humour these memes need to hook the internet which leads to some being unappealing or may come across as endearing at first but later turn into annoyance and disgust as seen in the engagements, they receive in their social media posts.

This is where Jamie excels well in using this tactic as he has full control over the social accounts of the game which eliminates any restrictions placed by the corporation and effectively targets consumers who are fed up with fraudulent games by making jokes and insults towards these types of games. Thus, creating an honest brand image which elevates trust between the game and the consumers and solidifies brand loyalty.

While this type of marketing is effective it does have side effects. This tactic heavily relies on internet trends which rapidly change every single day making it difficult to form a consistent

method of marketing. Along with its importance of relatability, it not only masks its advert but also provides a clear message to consumers. Overall, this case study's purpose is to highlight the current status of the mobile gaming industry and how to properly create a digital marketing campaign with memes its effectiveness and problems.