Gaming | Gameberry Labs
Creative Strategy | Brand Marketing | Player Reactivation
• Ludo Star (MENA)
• Parchís Star (LATAM)
Games Handled
Campaign: "Ramadan with Ludo Star"
Cultural hook meets gameplay
Product Tie-In
• Ran a month-long Ramadan campaign rooted in daily engagement and cultural immersion.
• Developed a hero asset for both Play Store & App Store — leading to Ludo Star’s first-ever featuring opportunity across both platforms.
• Gamified the season via exclusive rewards, special-edition visuals, and rich push notification storytelling.
Strategic Direction
Most game campaigns during Ramadan rely on thematic visuals. We took a behavior-first approach.
I conducted direct sentiment research with players to map daily rituals — from prayer times to play windows, content preferences, and social habits.
That research shaped every asset:
• Push notifications were timed to moments of pause or reflection, not noise
• Creator scripts reflected actual user sentiment, not festive tropes
• Store and ad creatives aligned with mood, not just motifs
The goal was clear: build a campaign that aligns with how players live during Ramadan — integrating Ludo Star as a Ramadan ritual rather than an advertising moment.
Approach & Execution
• Mapped player rituals and behaviors during Ramadan through 1:1 sentiment research
• Built a 30-day narrative across push, stores, social, and in-app touchpoints
• Directed micro-influencer scripts rooted in cultural insight
• Timed content drops around prayer, meals, and Eid milestones
• Ran a full-funnel campaign:
• Social: Meta, TikTok, Snap, YouTube (organic + paid)
• Stores: Featuring assets + Ramadan event banners
• In-app: Daily push, localized greetings, and cultural cues timed to rituals
Impact
• Featured by both Play & App Store — a first for the brand
• Player-generated virality: Push notifications were organically shared on social media by users
• Hero ad served as regional identity-building creative (high retention across 15s views)
• Influencer content achieved above-benchmark CTRs — validating the sentiment-first scripting approach
Cultural connect → App Engagement
A Blunt Corporate.
Games Handled
• Ludo Star (MENA)
• Parchís Star (LATAM)
Campaign: "Ramadan with Ludo Star"
Cultural hook meets gameplay
Most game campaigns during Ramadan rely on thematic visuals. We took a behavior-first approach.
I conducted direct sentiment research with players to map daily rituals — from prayer times to play windows, content preferences, and social habits.
That research shaped every asset:
• Push notifications were timed to moments of pause or reflection, not noise
• Creator scripts reflected actual user sentiment, not festive tropes
• Store and ad creatives aligned with mood, not just motifs
The goal was clear: build a campaign that aligns with how players live during Ramadan — integrating Ludo Star as a Ramadan ritual rather than an advertising moment.
Strategic Direction
• Ran a month-long Ramadan campaign rooted in daily engagement and cultural immersion.
• Developed a hero asset for both Play Store & App Store — leading to Ludo Star’s first-ever featuring opportunity across both platforms.
• Gamified the season via exclusive rewards, special-edition visuals, and rich push notification storytelling.
Product Tie-In
• Mapped player rituals and behaviors during Ramadan through 1:1 sentiment research
• Built a 30-day narrative across push, stores, social, and in-app touchpoints
• Directed micro-influencer scripts rooted in cultural insight
• Timed content drops around prayer, meals, and Eid milestones
• Ran a full-funnel campaign:
• Social: Meta, TikTok, Snap, YouTube (organic + paid)
• Stores: Featuring assets + Ramadan event banners
• In-app: Daily push, localized greetings, and cultural cues timed to rituals
Approach & Execution
• Featured by both Play & App Store — a first for the brand
• Player-generated virality: Push notifications were organically shared on social media by users
• Hero ad served as regional identity-building creative (high retention across 15s views)
• Influencer content achieved above-benchmark CTRs — validating the sentiment-first scripting approach
Impact
Cultural connect → App Engagement
A Blunt Corporate.
A Blunt Corporate.
Gaming | Gameberry Labs
New Market Entry | Product Strategy | Digital Transformation
• Ludo Star (MENA)
• Parchís Star (LATAM)
Games Handled
Campaign: "Ramadan with Ludo Star"
Cultural hook meets gameplay
Strategic Direction
Most game campaigns during Ramadan rely on thematic visuals. We took a behavior-first approach.
I conducted direct sentiment research with players to map daily rituals — from prayer times to play windows, content preferences, and social habits.
That research shaped every asset:
• Push notifications were timed to moments of pause or reflection, not noise
• Creator scripts reflected actual user sentiment, not festive tropes
• Store and ad creatives aligned with mood, not just motifs
The goal was clear: build a campaign that aligns with how players live during Ramadan — integrating Ludo Star as a Ramadan ritual rather than an advertising moment.
Product Tie-In
• Ran a 30-day Ramadan campaign rooted in daily engagement and cultural immersion.
• Developed a hero asset for both Play Store & App Store — leading to Ludo Star’s first-ever featuring opportunity across both platforms.
• Gamified the season via exclusive rewards, special-edition visuals, and rich push notification storytelling.
Approach & Execution
• Mapped player rituals and behaviors during Ramadan through 1:1 player sentiment research
• Built a 30-day narrative across push, stores, social, and in-app touchpoints
• Directed nano- and micro-influencer scripts rooted in cultural insight
• Timed content drops around prayer, meals, and Eid milestones
• Ran a full-funnel campaign:
• Social: Meta, TikTok, Snap, YouTube (organic + paid)
• Store: Featuring assets + Ramadan event banners
• In-game: Daily push notifications, localized greetings, & cultural cues timed to rituals
Impact
• Featured by both Play & App Store — a first for the brand
• Player-generated virality: Several push notifications were organically shared on social media by users
• Hero ad served as regional identity - building creative (high retention across 15s views)
• Influencer content achieved above benchmark CTRs — validating the sentiment-first scripting approach
Cultural connect → App Engagement