Century 21 Real Estate Moves Into SimCity Social
Global Brand and EA to Open Offices in Popular Facebook Game
PARSIPPANY, NJ -- (Marketwire) -- 10/17/12 -- Century 21 Real
Estate LLC, the franchisor of the world's largest residential real
estate sales organization, announced a collaboration with Electronic
Arts Inc., and its SimCity Social Facebook(R) game. Beginning today,
players of SimCity Social will have the opportunity to add a CENTURY
21(R) Office building to their virtual cities, thereby generating
virtual revenue while interacting with the most recognized brand in
With the addition of the CENTURY 21 Office building, players can earn
extra Simoleons helping them grow their cities by buying new homes,
businesses and land. By performing "friend or foe" actions on
neighbors' CENTURY 21 Office Buildings -- such as consulting with an
merits in the game. There is also the opportunity to earn an energy
boost by watching an in-game, CENTURY 21 Smarter. Bolder. Faster.(SM)
"This campaign showcases our brand on the largest social network in a
fun and creative way that resonates with an increasingly influential
audience -- gamers," said Bev Thorne, chief marketing officer of
Century 21 Real Estate LLC. "We see this as an innovative opportunity
to deliver the dream of homeownership to millions who are intent on
investing in real estate virtually, and eventually, in reality."
Interestingly, according to the Simmons Research, 290 million people
play games on Facebook. Additionally, Facebook players are a
particularly captive audience and receptive to brands who deliver an
item of value in a non-interruptive way during their game experience.
In fact, 95 percent of people playing games do not multitask, making
them a captive audience for brands aiming to build stronger
connections with consumers.
"Gamers on Facebook love being rewarded with highly coveted in-game
content that advances their game-play in return for engaging with
relevant brands," said Dave Madden, senior vice president, Global
Media Solutions, EA. "The CENTURY 21 brand is helping SimCity Social
players bring real estate experiences into their game in an authentic
and beneficial manner."
-week campaign runs through November 4, but players will be
able to keep their building in their city indefinitely. To play
SimCity Social and access the CENTURY 21 Office building, visit the
game on Facebook.
Powerful Social Gaming Statistics
-- 510 million people worldwide play social games (Source: PopCap Games
-- 81 million people (68 percent of social gamers) play social games
at least once a day
-- 49 million people (41 percent of social gamers) play social games
multiple times a day
-- 44 percent of Facebook gamers are more likely to be influencers to
family and friends. They are also extremely inclined to absorb
messages delivered during their gaming experience (Source: 2012
-- 90 percent of gamers who watched an advertisement in a Facebook game
were able to recall the message of that ad a week later (Source: GfK
*Millward Brown Study Methodology
Source: 2011 Ad Tracking Study. The
survey results are based on 1,200 online interviews with a national
random sample of adults (ages 18+) who are equal decision makers and
who have bought or sold a home within the past two years or plan to
purchase or sell a home within the next two years. Brand awareness
questions are based on a sample of 1,200 respondents at a 90%
confidence level with a margin of error is +/- 2.4%. The study was
conducted between September 12 and November 20, 2011 by Millward
Brown, a leading global market research organization.
About Century 21 Real Estate LLC
Century 21 Real Estate LLC
(CENTURY21.com) is the franchisor of the world's largest residential
real estate sales organization, providing comprehensive training and
marketing support for the CENTURY 21 System. The System is comprised
of approximately 7,000 independently owned and operated franchised
broker offices in 73 countries and territories worldwide. Century 21
Real Estate LLC is a subsidiary of Realogy Holdings Corp. (NYSE:
RLGY), a global provider of real estate services.
Copyright2012 Century 21 Real Estate LLC, A Realogy Company. CENTURY
21(R) Is A Registered Trademark Owned By Century 21 Real Estate LLC.
An Equal Opportunity Company. Equal Housing Opportunity. Each CENTURY
21 Office is Independently Owned and Operated.
SimCity is a trademark of Electronic Arts Inc.
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Century 21 Real Estate LLC
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