Estée Lauder is launching an online arcade to gamify its new anti-aging beauty serum. To promote its Advanced Night Repair Synchronized Multi-Recovery Complex serum, the beauty brand launched several video games through their “ANRcade” microsite, which can be accessed on Estée Lauder’s official site and social channels. Each game has a different “style of play” and provides information about the brand’s products. With “Beauty Bounce,” players are instructed to move a tiny globe through a series of steps to win points, while “Repair Racer” lets gamers push a rolling ball on a narrow track while avoiding obstacles. YPulse’s State of Gaming report found that 38% 13-36-year-olds play video games on a computer, while 63% play mobile games weekly. (Mobile Marketer, Ad Age)
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