Playgroup | Creativity through play

Demons: The Game

Brief

Design and Development of an online experience to promote the new ITV drama series Demons – a contemporary spin on the legacy Dracula.

Solution

 
The game was launched pre-broadcast to create buzz before the launch and  ongoing supports the fan base for the series.

Demons: The Game picks up the action on the dark streets of London where players assume the role of Luke collecting as many of the demonic Half Lives as possible. With the help of Ruby and Mina and the information contained in The Stacks, their headquarters, Luke fearlessly roams the streets in this innovative crossover of a classic beat-’em-up and platform game. Once defeated, the ‘freaks’ are stored in cells in The Stacks, from where players can choose to share their conquests with their friends, giving the game a real viral element. Energy levels are boosted by correctly answering a series of Demons questions.

The game also offers ITV the chance to incorporate innovative sponsorship opportunities into the game play, which until now has only really been exploited in console games. Instead of obtrusive banner ads, advertising opportunities can be integrated into the game environment – effectively enhancing the gamer experience through contextual realism rather than creating a distraction. Nielsen Interactive Entertainment has conducted a study which discovered that 70% of gamers respond positively to the presence of real brands, providing it is contextual.

Results

Awaiting results

Play the game

Read the press release