artcade.idgum.com) is a mind-blowing, totally unique arcade experience featuring 18 innovative, free online games available now on iD’s Facebook page or via mobile in the Android store or the Apple App Store.
Designed to celebrate teens’ creativity and thirst for discovery and individuality, iD encourages teens to explore their multiple passions by embodying a “kinda” mentality (Kinda more than gum. Kinda amazing.). This brand mantra is also carried out in the ArtCade (kinda-arcade, kinda-art gallery) online experience. Games are quirky, fun and designed to serve as bite-sized pieces of entertainment with a social twist, encouraging users to both compete with and share games among friends.
Five games are available now, and new games will be released every Tuesday (unless unlocked early by collecting and scanning the on-pack artwork). Games include everything from dropping t-shirts on dinosaurs (T-Rex in V-Necks), to collecting sunblock bottles to avoid becoming toast (Ginger Ninja), and countering a sensei’s attacks to prevent him from revealing too much (Censored Sensei).
More interesting features about the ArtCade experience include:
·Caters to key trends among teen consumer: increased popularity of casual gaming & power of collectability (18 mini games in total with 36 unlockable variations)
· Instant playability – consumers can unlock & play games as soon as they get a pack of iD Gum in their hands
· Games are unbranded & designed to be played efficiently via Desktop or on-the-go via mobile device
· 15 different artists were commissioned to create artwork for the ArtCade games, resulting in as much digital visual variance as the on-pack artwork, which features 12 different artists
· Beyond QR scanning, iD relies on a much more complex method of using real image tracking scanning technology that truly reads every piece of unique artwork for its gum pack artwork unlock mechanism.
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