Orange Romania Launches Interactive Game in Smart Shops in Partnership with Samsung

Orange Romania Launches Interactive Game in Smart Shops in Partnership with Samsung

Orange Romania has partnered with Samsung to launch Colonizarea (Colonization), the first interactive game available exclusively in Orange smart shops. The game, which is part of Orange’s communication hub “Tech a Break,” uses a multiplayer game technology that enables players to experience the same game by playing different roles on different smart devices.

In the game, players go on a mission to colonize the planet Mars. Players can use various Samsung products—phones, tablets and VR glasses—to conquer territories and complete the mission. There are six developed roles that players can try. For each experience, a different Samsung device will be available to help them travel to Mars and survive after landing.

Players will accumulate points and compete to win prizes. The grand prize is a trip to the facilities of the U.S. space program NASA; the other prizes include six Samsung Galaxy S9 phones, discounts on various Samsung phones, tablets and accessories and up to 10 GB of bonus data.

Tarifica’s Take

Mobile online gaming is growing very rapidly among many consumer demographics worldwide. Games, which tend to consume large amounts of data, account for a generous proportion of data revenues for operators and are a driver of demand for plans with large data allowances, as well as for high-speed, next-generation networks. As a result, promoting gaming is potentially very good for operators’ business.

Orange Romania has gone a step further and created its own mobile game. By doing so, it can accomplish the goal of promoting gaming and data consumption, but it can also strengthen and broaden its brand identity. We have written about many instances of MNOs offering exclusive or self-created entertainment content (video and music), as well as creating their own non-traditional services such as mobile money. Creating an original game is a natural and valid extension of this concept. And since the game appears to be playable only by Orange subscribers, it could even function as a tool for customer acquisition—the more so because it is a multiplayer game, and users can invite friends to join the operator’s network so as to be able to play with them. The prize competition could be effective with regard to customer retention.