AMC gamifies 'The Walking Dead' with instant play on Facebook

Dive Brief:

AMC Networks has teamed with mobile game developer Playco to release an instant game based on the channel's hit show, "The Walking Dead," per an announcement emailed to Marketing Dive. The game is available exclusively on Facebook's video game platform, Facebook Gaming.
"The Walking Dead Life" is a promotional effort ahead of the eponymous show's final season, which premieres Aug. 22. Players will be able to relive memorable moments from previous seasons, interact with leading characters, upgrade in-game resources and unlock a variety of Easter eggs.
The effort sees AMC gamifying the world of one of its most popular shows to create an immersive experience for fans, as well as partnering with mobile gaming platforms to widen the game's reach.

Dive Insight:

In preparation for the final season of "The Walking Dead," AMC Networks is pushing a mobile-first game that draws fans into the world of the show. Easter eggs, resource upgrades, and encounters with notable characters like Rick Grimes, Michonne Hawthorne and Daryl Dixon allow players to relive the show's 10-season progression, while building excitement for the eleventh and final season premiering later this summer. "The Walking Dead" has aired on AMC since 2010 and has garnered, along with numerous awards and nominations, a fervent fanbase — albeit a dwindling one in recent years.

The exclusive partnership with Facebook Gaming sees AMC hoping to expand its audience by tapping into the platform's large pool of gamers. Though primarily used as a video game streaming service, Facebook Gaming has made efforts to grow other aspects of its business. Last year, it released a standalone app that allows for easier mobile access to casual games and gaming communities. Also helping AMC reach this audience is "The Walking Dead's" zombie focus, which has traditionally been a popular category amongst gamers.

Another advantage offered by Facebook Gaming is its instant game platform, through which "The Walking Dead Life" will be accessible. The platform's free, immediate, in-app content limits obstacles for gamers, creating a more seamless gaming experience and thus offering a useful channel for brands looking to drive interest in their products. Moreover, Instant Games' proximity to Facebook's flagship social service could also help brands spread the word on their games.

Playco, which helped AMC develop "The Walking Dead Life," is readying itself to be a formidable partner in the mobile gaming world. The startup has contributed games to several mobile platforms, including Facebook, Snap Games and Line, per the announcement. Last year, it raised $100 million in Series A funding, with a valuation of just over $1 billion.