Paddle Pop is unique in the sphere of Branded Entertainment – it is the one and only original Branded FMCG Massively Multiplayer Online Game. As a result, we are competing with the likes of Disney’s Club Penguin and Moshi Monsters. Our competitors capture respectively 4 and 5 mins of engagement time per session, while by comparison we are achieving 29 mins.

We developed World of Paddle Pop entirely in Singapore, in partnership with Magma Studios who provided the technology and expertise in massively multiplayer gaming.

Working with 21 Unilever markets, all the content was localized and deployed across server clusters in the Americas, Europe, and Asia Pacific, with media toolkits cascaded to all markets to localize media plans and creative traffic drivers.

In our beta launch, over 103,000 kids signed up to play. Since then, they have spent an average of 29 mins on the platform a day, beating industry benchmarks for social games by over 700%.

It marks the highest level of engagement the brand has ever achieved in digital.

Paddle Pop ice cream overall sales grew 7.4% across all markets. In top markets, sales grew by as much as 21%.