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That you can play a game, then suddenly in the moment where you hit the last flying shrimp you win a fish that gets sent to you to the comfort of your own home.

iKEMU the branded games platform

iKEMU started as an idea to make ads more engaging and more fun for users. Building games is time consuming and difficult to monazite, on the other hand brands considered games as the best way to track and measure audience engagement. We built iKEMU to help bring developers closer to brands and create fun games. 

The beginning of the story


With consumers increasingly choosing to engage with content on a mobile platform, advertisers not only need to accelerate the redirection of media budgets away from traditional offline channels, but also find new ways to seamlessly engage their target audience, rather than interrupt, to regain their attention

The company started as a small three peoples company based in Auckland New Zealand. We contracted developers ourselves to license their games. We quickly realized that there is a much bigger story to tell.

To make mobile brand advertising fun and rewarding.



With iKEMU we have the opportunity to change the world’s view of advertising. At a consumer level we can shift advertising from being an annoying interruption to a form of sought out entertainment. And for Brands and the advertising industry at large, we can deepen and enhance the quality of their customer engagement practices with the positive flow on effects to purchase consideration, preference and then ultimate die hard fan.

Market Researh

Total ad spend in 2011 was $57B US. Broken down into TV $10.7B, Newspaper $5.9B, Radio $1.2B, Satellite media $900m.
Digital total $8B, PC $5B, Mobile $1.168B, platform $1.8B

Advertisment Market

Brand marketers in the US currently spend about
75% of their advertising budgets on TV and print
media, nearly three to four times as much as they
advertise online.

Brand Marketing

 Industry forecasts suggestthat
the global market for video games is expected to grow
from $67 billion in 2012 to $82 billion in 2017.

Gaming Market

There are more than 20 large game forum providing HTM5 games for players. Game developers need to create close to 200 games to earn 100 euros a month. 

Mobile monetization 

To ensure that we have the right idea, we conducted a number of test trials on the effectiveness of game to measure brand engagement. 

We knew that the concept worked so we wanted to expand on it, build an automated way to create branded games. First we conducted a number of workshops with the main user groups. 

Pita pit is one of the most popular frenchies in New Zealand

Four parts to the equation

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1_ Brands

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2_ iKEMU

• Brand can Publish Games, they schedule
campaign and load credit
• Costs and rewards based on value and
• Track engagement/ Analytics
• Gain access to a reward system

 • Very low inventory and service cost due to crowd source and automation
• Expertise to tell a brand story through a game that targets a brands demographic
and teaches
• QC/QA team- Ensure quality of the games and Data Analyst. 

3_ Players

• Real & virtual worlds working together, with rewards that can be redeemed in time and place
• Gamified platform with re- warding player incentives and an engaged audience
• Players, play games, add friends, win rewards as well ad gift and share them

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4_ Developers

• Track Analytics of published games
• Withdraw money
• Rate other developers games
• Find resources/ information
• Send proposals for Premium custom games

Users validation

We ran a number of workshops to validate our ideas and how these four parts can work together. 

I would like to play fun cool games while I am waiting for the train. Winning something is nice


- Takashi. An engineer and gamer.

Provide cool fun games with a chance to win something?

Where can I find all these games in one place?

Can i play with friends so we can  win better things?

I create a lot of games, I don't get paid much at the end of the month from all these games


- Tom . Game developer. 

How can I better monetise from the games I created.?

How can I reach a wider global audience ?

How can I get support, help and guidance from other experts?

We would like to create games for our customrs. Making advertisement more exciting


- Jack . Owner of Pita Pit

How can we simplify the process of creating ad games 

Can we create these games in-house. We don't want to use contractors

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Putting the flows together

The system flows were complex, there were a big amount of touch points and user verifications. It took multiple iterations and design workshops to put it together. 

Added flows to show how the handover between these different parts will work

Storyboard to visualise users and their behaviours

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Mental models and sitemaps

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Data Driven development

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Players side


The Platform

Partnerships and integartions

KFC game

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News Coverage

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Asia- fab by Orange

Select to be part of accelerator program in Asia supported by orange

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Covered by idealog in New Zealand

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Microsoft Innovation 

Selected as a finalist in Microsoft Innovation competition in Tokyo in 2017

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Pitching at SLUSH. Biggest startup event in Japan

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idd Japan

idd Japan collaboration to create game spark

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LID news

LID Japan news

Covered by LID news

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