Konami Gaming – Las Vegas, NV

Konami Gaming, Inc. is a manufacturer of Class II and Class III slot machines and a technologically advanced casino management system. A fringe player in past years, Konami has recently surged ahead to claim a spot among the top five systems and games manufacturers in the country.

The Challenge

Drive Konami's Brand forward. Become top-of-mind in the category.

The Plan

Redefine advertising in the category. Laying the groundwork for the brand as a whole,
Concussion developed Konami’s “Born from Fun” brand essence. This platform galvanized the brand. We had our battle cry. We added interactive, fun elements to every marketing effort.

For Konami’s Podium Cabinet, Concussion…

• Created life-size foldout posters that literally showed the new dimensions of the machine. Casino managers soon had it up on their walls.
• Designed an origami direct mail piece (shaped like a rabbit),that alluded to a new slot innovation that was about to “unfold”
• Created scratch-and-sniff magazine insert (with the smell of money – as in what Konami’s customers smell more of than their competitors)

For Konami’s Casino Management System, Concussion…

• Concepted, designed and executed their slot bonus game “Lot-A-Bucks”

For Konami’s Revolution, Concussion…

• Created a “pop-out” 3-D cube mailer. Recipients might get a little jumpy when they receive it.
• Started a “revolution” against traditional slot games. G2E visitors couldn’t help but notice the graffiti wall, floor posters, and buttons all over the convention center.

The Results

Jackpot! Our campaigns have been the talk of the industry, not to mention facilitators and lead-generators for Konami’s sales force.