Breaking borders to launch Fundalor in Peru’s iGaming market.
THE ASK
Year: 2022Client: Soar MaltaIndustry: iGamingBACKGROUND | THE HOME PLANET OF A NEW I-GAMING ERA.
Fundalor is revolutionising the iGaming landscape by being one of the first brands to offer a truly fair and transparent gaming experience. Unlike many other platforms, Fundalor eliminates wagering requirements, ensuring players can enjoy their gaming without hidden conditions or unfair restrictions. This innovation sets a new standard in the industry, prioritizing player satisfaction and integrity.
OBJECTIVE | Introduce Fundalor as the innovative iGaming brand offering a fair and fun experience without wagering requirements, making it the perfect choice for players seeking a trustworthy and enjoyable gaming environment.
SITUATION | Despite the pandemic's challenges, Peruvians demonstrate a strong inclination for new experiences, evidenced by a significant desire among millennials and Gen Z to travel more. Additionally, there is a notable trend towards seeking stress relief and enjoyment through secure entertainment choices.
Outbound flights decreased by 83%, while domestic trips decreased by 52%. OECD
On top of that, many people remain within the safety of their homes post-pandemic, described as “cave syndrome”. inews
However, 55% of millennials and 47% of Gen Z wanted to travel more. Deloitte
52% of Peruvians believe that having fun while playing in a safe environment is more important than the results. Playtech
Players face regulatory, security, technical, and responsible gaming issues. Skepticism towards new options; preference for known platforms. (first-party data)
OPPORTUNITIES
Unique Value Proposition: Position Fundalor as the first iGaming platform without wagering requirements, offering unparalleled fairness and transparency.
Market Needs Addressed: Meet the demand for new experiences and safe entertainment options post-pandemic, appealing to players seeking trustworthy gaming environments.
Emotional Connection: Forge a strong emotional bond by encouraging users to step out of comfort zones and embrace exciting, fair gaming adventures.
Expansion Potential: Opportunity to expand globally by leveraging the appeal of "breaking borders" and offering an "out-of-this-world" gaming experience.
Brand Differentiation: Establish Fundalor as a pioneer in fair gaming practices, building trust and loyalty among players who value integrity.
Community and Engagement: Foster a vibrant community atmosphere within the platform, enhancing user retention and advocacy.
TARGET AUDIENCE | Fundalor targets fun-driven Gen Z and millennials aged 20 to 40 in Peru, who seek to escape real-world problems and relieve stress through unique and engaging experiences from the comfort and safety of their homes. This demographic is characterized by their desire for authenticity, transparency, and a sense of adventure, even within the virtual spaces they explore. They value fair play, innovation, and the opportunity to experience excitement without the constraints and anxieties imposed by hidden terms and unfair conditions.
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Andrea, The Urban Explorer
Name: Andrea Torres
Age: 25
Occupation: Marketing Specialist
Location: Lima, Peru
Background: Andrea lives in the bustling city of Lima and works in a fast-paced marketing firm. She is single, tech-savvy, uses social media to stay connected. She enjoys spending her weekends exploring new restaurants, cafes, and cultural spots in the city. She loves to travel abroad with friends, exploring new worlds and cultures. Since the pandemic, she has become more cautious about physical outings and has turned to online activities for entertainment.
Goals:
o To find exciting and safe ways to unwind after a hectic workday.
o To engage in new and immersive experiences without leaving home.
o To connect with friends and like-minded individuals through online platforms.
Challenges:
o Never played at an iGaming platform before, so she is skeptical about the reputation of being sketchy with hidden terms and unfair conditions.
o Balancing work stress and personal life while finding reliable and enjoyable entertainment options, such as video gaming.
Motivations:
o Seeks transparency and fairness in any platform she engages with.
o Desires mental stimulation and stress relief through engaging activities.
o Values a platform that offers social interaction and community engagement.
Quote: "I want to enjoy my downtime without worrying about hidden terms or unfair conditions. We have enough to worry already in our lives.”
Diego, The Home-Based Adventurer
Name: Diego Ramirez
Age: 35
Occupation: IT Consultant
Location: Arequipa, Peru
Background: Diego works as an IT consultant. He is married with two young children and values spending quality time with his family. He often looks for engaging home-based activities to unwind and have fun, such as watching TV and scrolling through social media. Diego loves traveling abroad with this family, discovering new cultures and making memories.
Goals:
o To find reliable and fair online gaming platforms to relax after work.
o To experience thrilling and adventurous activities from home.
o To ensure the iGaming platform is safe and secure, especially given his technical background.
Challenges:
o Overcoming the skepticism of new iGaming platforms due to security and fairness concerns, besides being an experienced player.
o Balancing work, family time, and personal entertainment.
o Ensuring that any platform he engages with provides genuine fun without anxiety.
Motivations:
o Seeks a secure and transparent platform that aligns with his technical knowledge.
o Desires an adventurous escape that can be enjoyed from home.
o Values the ability to have fun without hidden conditions or unfair restrictions.
Quote: "As someone who understands the digital landscape, I need an iGamingplatform that is transparent, secure, and offers a truly fair experience. Fun should never come with hidden catches."
THE ANSWER
⚠️ ISSUE | Pandemic comfort traps Gen Z and millennial Peruvians in old habits, blocking new, fairer experiences.
🧐 INSIGHT | Great things never came from comfort zones.
🤓 STRATEGY | Live a fun beyond-the-borders experience.
🤔 REASON TO BELIEVE | The first iGaming world without wagering requirements and other unfair restrictions that limit the fun.
THE APPROACH
BIG IDEA
Break the borders to discover a new world of fun.
TAGLINE | The out of this world online casino.
OVERVIEW | The campaign centers on the brand concept of Fundalor as an exoplanet where inhabitants live in harmony, enjoying unrestricted fun and fairness in contrast to the deceptive tactics of other platforms (planets). Fundalor is envisioned as a real destination and an enticing alternative for Peruvians seeking new adventures and excitement, similar to how a country might attract tourists.
To bring this concept to life, we created a planet ambassador named Ventur (from the Latin word "ventura," meaning good fortune or luck). Ventur invites Earthians to visit his planet, highlighting the fair and exhilarating gaming experience Fundalor offers.
The campaign kicks off with teasers using a glitch effect and intriguing messages such as “Tired of Earth?”, “Need a break from Earth?”, and “Looking for a planet to have real fun?”. These teasers are designed to capture attention and simulate an attempt to communicate from a distant planet.
Following the teasers, the main campaign features Ventur introducing himself and the benefits of Fundalor. With the planet's landscape as a backdrop, Ventur makes his Fundalorian gesture, showcasing the advantages and inviting prospective players to experience the unparalleled fun and fairness of Fundalor.
GET Gen Z and millennial Peruvian iGaming players
WHO Are accustomed to the comfort of the known, but want to live new experiences
TO Experience an exciting and fair beyond-the-borders fun adventure
BY Presenting Fundalor as the destination for transparent, anxiety-free iGaming with unlimited fun
CHANNELS | TV, DOOH, Display Ads, Social Media, Digital PR.
Teaser
Reveal
+800%
Brand Interest
+300%
Traffic
+12%
Conversion Rate
Part of my work as Marketing Director at Soar Malta Ltd.
Agency: Pasaporte Studio | Illustration: Andrea Nakasato | 3D artwork & motion: Octagon