Top Games’ Benjamin Gifford & uCool’s Lu Lu: Mastering Game Marketing at the Super Bowl


Effective game advertising and marketing strategies can ensure precise targeting of customer groups and enhance game brand visibility. For instance, in the realm of mobile game development, VP Benjamin Gifford of Top Games and uCool’s CEO, Lu Lu, achieved exceptional results with their Super Bowl advertisement.


Evony – The King’s Return on Super Bowl


In 2017, Top Games made a surprise appearance during the Super Bowl with strategy game Evony – The King’s Return.

The 30-second advertisement for mobile game Evony: The Kings Return, starring Hollywood’s Aaron Eckhart, Jeffrey Dean Morgan and Fan Bingbing, was shot in Queenstown in December..

The ad has already proved successful for the studio, which shot up the US App Store download rankings to 17th on Sunday. Its top grossing performance has yet to be greatly affected.

Led by VFX supervisor Benjamin Walsh, Deluxe-owned VFX house creates a wide range of CG effects for Top Game’s Super Bowl spots, In the campaign, leaders from various historical eras — including America’s George Washington (Aaron Eckhart), England’s King Arthur (Jeffrey Dean Morgan), and China’s Empress Wu Zetian (Fan Bingbing) — converge as allies in an unlikely battle. The spots depict each character’s unique region and vast forces as they prepare for battle, culminating with all three coming together to storm an enemy castle. Method VFX supervisor Benjamin Walsh led a team of 30 artists, creating a wide range of CG effects including massive armies and accompanying weapons and horses, and atmospheric elements including fireballs, fog, and smoke.

“You need to move fast and responsibly. Being fast allows you and your team to learn from experience, build more things, and ship solutions quickly to keep improving. Be efficient, so you can achieve product excellence. ” said VP Benjamin.

The uCool, Inc. ex-CEO Lu Lu, with a decade of serial entrepreneurship, has founded several successful startups across the digital entertainment, instant messaging, publishing, and high-tech sectors in the United States. A Parsons School of Design alumna with a Bachelor’s in Design, Lu launched her first venture in 2009. She has played a pivotal role in the leadership and management of design, development, and publication of high-quality mobile and online applications, including Tynon (2012), Digisocial (2012), and Hi (2013).

She spearheaded the 2015 launch of the game Heroes Charge, which debuted a year before Evony: The King’s Return and adopted a marketing strategy that included Super Bowl ads.

Heroes Charge, an action RPG multiplayer online battle arena, allows players collect and train heroes, gather teammates, strengthen heroes and wipe out the enemy in thrilling, addictive and fast-paced games.

Lu Lu commented, “Our Super Bowl spot showcases our mobile game and, with stellar talent at the helm, vividly brings it to life, sparking excitement.”


VP Benjamin Gifford of Top Games Inc.

Benjamin is responsible for marketing, business strategy, and more. Often if an issue has been identified, we create a Tiger Team, and I’ll be on that to work through the issue and create a solution to ensure that the issue stays fixed. To aspiring or current game developers and marketing professionals.

Benjamin emphasizes a user-centric approach, advocating for starting with the end user in mind and working backward. By prioritizing users’ needs and earning their trust, every other aspect will naturally align. He advises moving quickly yet responsibly, highlighting the importance of learning from experiences, building effectively, and delivering solutions promptly to continuously enhance the product. Efficiency and responsibility are key, ensuring products reach excellence without the hindrance of striving for unattainable perfection.

Benjamin stresses the importance of focusing on impact, suggesting that the most significant way to make a difference is by addressing the most critical problems. This approach, he believes, is often overlooked, leading to unnecessary expenditure of time and resources. He challenges teams to excel in identifying and solving these pivotal issues.

Lastly, Benjamin champions the pursuit of excellence over perfection, underscoring the importance of building loyalty through superior products and services. He encourages continuously raising standards and ensuring quality, insisting on solutions that address problems effectively and permanently. This mindset, he argues, fosters a culture of dissatisfaction with the status quo, driving continuous improvement and innovation.