AppGallery Game Fest

Game Fest is a global digital markting campaign focused on promoting AppGallery's content partners and their top games, with app downloads being the primary objective.
As the world's third-largest mobile app store, Huawei's AppGallery competes with Apple's App Store and Google's Play Store.
In doing so, we identified the gaming vertical to offer a unique window of opportunity. AppGallery 1) features some of the world's most popular mobile games and 2) has established relationships with these partners that allow us to offer users exclusive gifts, early releases, and other benefits.

As a challenger brand, the logical next step for AppGallery was to showcase to users the strengths of our product. What's more, is that gaming content has historically outperformed all other vertical content in terms of social media engagement, and consumers in this category over-index as power users with the ability to influence others.
For each game, we developed a unique stage based on our starting template. These stages were both used individually (individual game promotions) and altogether (combined game promotions). In addition to these visuals (both static and video), we developed an AR filter that virtually paints your face in the theme of a game part of the Game Fest campaign when using your phone's selfie camera.
The campaign, featuring 13 partners, was run in 12 markets, earning 600 million digital media impressions, a PR reach of 776 million, and most important of all, a 90% increase in average daily downloads for the apps part of the campaign.

Following the campaign, partners were so pleased with the results, the Game Fest campaign has become an annual occurence. For the 2021 iteration, we again invited our top partners, as well as new partners and games that'd come on board in the past year — celebrating newcomers such as casual puzzle game Angry Birds by Rovio.
The Game Fest 2021 campaign was promoted across 15 markets, covering 7 games from 6 partners.
and generated 780 million PR reach across 1,578 publications and exceeded the 600 million digital media impressions at a lower cost than the prior year.