GAMER ASYLUM
ARTOTEL GROUP

HOW WE USED A GAMING BAN IN CHINA

TO SOLVE A TOURISM PROBLEM IN SOUTHEAST ASIA.

In 2021, China imposed a gaming ban that saw 532 million Chinese gamers lose their right to play for more than 3 hours a week. What was bad news for another country became the best news for our struggling hotel business. From a trending problem, we created an entirely new travel experience. For the first time ever, we created the Gamer Asylum – where we equipped every room across all 156 of our hotels with state-of-the-art gaming equipment, from computers and headsets to the latest trending games, along with high-speed internet for gamers to play with no restrictions. A bold idea from a hotel chain that capitalised on an opportunity to expand our target audience from our usual base of travelers to the 532 million gamers in China.

ARTOTEL GROUP - Gamer Asylum - OGILVY - Cannes Lions 2022 (Presentation Image from The Wor