DUBLIN--()--Just in time for St Patrick’s Day, Tourism Ireland and social application developers Betapond (www.betapond.com) today released Ireland Town (http://apps.facebook.com/irelandtown), the world’s first branded social game on the Facebook® platform to promote a country.
“Betapond is a smart young company and we chose to work with them because of their experience and understanding of how to create great social mechanics”
Noting the runaway success of social games such as Zynga's Farmville and Cityville and that an estimated 24% of the US and UK online population play social games at least once per week, creating a social game for fans of Ireland was a logical next step.
Brian Harte, Head of Customer Engagement and E-Marketing at Tourism Ireland, said: “People around the world engage with Ireland around St Patrick’s Day in lots of different ways. So we thought, what if we take that just a little further and give them a way to play and learn about iconic experiences to be had in Ireland. And as a reward for that engagement, give people a chance to win an amazing trip of a lifetime to actually come to Ireland.”
More than 250,000 fans engage with Tourism Ireland on Facebook. Ireland Town will help that number grow by deepening the fan experience on the Facebook platform.
“Social games aren’t right for every brand but they can be a natural fit for tourism,” said Betapond Managing Director Richard Delevan. “Tourism Ireland is a thought leader in the industry and we’re delighted to have worked with them to build an experience that fans of Ireland will love and share with their friends and family.”
In Ireland Town, players create their own town complete with thatched cottages, houses, pub, B&B and farm. They earn experience points by touring 32 destinations across the island of Ireland and complete tasks ranging from learning to say hello in the local language to roaring over the waves at the Cliffs of Moher. Players can progress faster in the game by teaming up with friends.
Betapond, which recently was selected as a Preferred Development Consultant by Facebook, was selected to build a social media experience around St Patrick’s Day that would deliver on the Tourism Ireland brand promise of fun, spontaneity and engagement and grow Tourism Ireland’s fans on Facebook.
“Betapond is a smart young company and we chose to work with them because of their experience and understanding of how to create great social mechanics,” said Harte.
Facebook® is a registered trademark of Facebook Inc.
About Betapond
Betapond develops world-class social applications on Facebook, mobile and Facebook integration. We collaborate with brands and agencies to create social experiences that build lasting relationships with consumers. Betapond is a Facebook Preferred Developer Consultant.
About Tourism Ireland
Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination. www.discoverireland.com
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6649782&lang=en
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