Century 21 Looks for Promotion, Branding Potential in Mobile Games

The folks at Century 21 are apparently interested in the rich promotional value of mobile gaming’s real estate.

The world’s largest residential real estate sales organization announced this week that it is the first brand to buy real estate in ngmoco’s “We City,” a leading mobile game that draws heavy engagement from today’s consumers.

It’s also a clever move on the part of Century 21 to build its brand awareness among younger audiences. “We City,” after all, enjoys a loyal base of active players, ranging in age from 25 to 44, who build and control their own cities.

This innovative partnership resulted from the rapidly growing popularity of both social and mobile activities and the Century 21 brand’s focus on the next generation of home buyers and sellers, the company said in a press release.

Today, consumers are using their smartphones to locate and research homes wherever they are, whenever they want. With 1 in 4 adults owning a smart phone and mobile gaming attracting 26 million players a day , the partnership with ngmoco enables Century to explore and interact with a growing segment of consumers who are mobile, social, and intent on acquiring property, virtually and in real life.

“Century 21 agents are connecting with the next generation of buyers and sellers,” said Bev Thorne, chief marketing officer of Century 21 Real Estate LLC. “We’re proud to be at the center of a new frontier in marketing, which enables gamers to interact with our brand in an unexpected and exciting way.”

“Our integration with ‘We City’ offers unique, in-game value to players as well as the opportunity to view videos from our newly launched ad campaign or install our updated mobile app,” added Thorne. “Both of these activities will introduce the next generation of home buyers, sellers, agents and entrepreneurs to the Smarter, Bolder, Faster Century 21.”