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Fallout Shelter launches #DateADweller UA Tinder campaign

Bethesda tries a more usual brand of UA

Fallout Shelter launches #DateADweller UA Tinder campaign

From 3D ads to Nicki Minaj, we’ve been seeing increasingly creative tactics to entice players in what’s being termed “next wave UA.”

Bethesda is the latest company to throw away the advertising rule book for its free-to-play smash hit Fallout Shelter.

It’s unwrapped a new #DataADwellerCampaign to get more people talking about its mobile game, and has kicked things off by creating a Tinder account for its mascot Vault Boy.

Be my valentine?

Described as liking “Nuka cola, putting out fires, coffee breaks” and “collecting bottlecaps,” all Vault Boy wants is to “build a brighter future together… underground!”

It’s a smart move, and one that leverages the two of the internet’s most powerful communities: Tinder and Twitter.

Dating, partnerships and baby making is a core part of Fallout Shelter – though Bethesda has come under fire for its portrayal of pregnant women and actively encouraging its players to oversee a society that awards more power to its male characters.

Still, the resource-management game has remained popular with players and in the weeks following its launch at E3 was being played 70 million times a day.

Monetization has been a thorn in Bethesda’s side however, and despite its addictive gameplay Fallout Shelter only made $5.1 in its first few peak weeks.

Given its snide attitude to free-to-play as a model in general, this new UA tactic could be key to boosting Bethesda’s profits over the coming months.


News Editor