The “Power of Play” is central to the new campaign launched in the UK by Papaya, a global leader in the skill-gaming industry. Papaya believes that play should not be something adults leave behind in their childhoods but an enjoyable endeavour they should embrace in their everyday lives.
Calling to Play On
The new UK campaign, with the call to “Play On,” encourages people to bring play back into their lives, and it is part of Papaya’s broader vision and mission. The campaign launched in December of 2024 in the UK with a 3D billboard in Piccadilly Circus and ads that ran during Manchester City’s Premier League match.
Papaya’s “Play On” campaign came to life through the creative vision of James Vincent, whose work has shaped some of Apple’s most iconic advertising. The campaign also drew on the expertise of Dom Goldman, one of the UK’s leading advertising professionals, whose agency, You’re The Goods, has been behind some of the industry’s most awarded campaigns. Goldman, a respected figure in the advertising world, has earned 46 Cannes Lions awards throughout his career.
Directed by Nicolai Fuglsig, known for his work with Nike and Sony, the “Play On” commercial was crafted to leave a lasting impression on UK television audiences. It was brought to fruition by MJZ, one of the top production companies globally, ensuring that every detail of the commercial reflected the same high standards as the industry leaders behind it.
The concept of the campaign is based on Papaya’s research, which indicates a direct influence of play on cognitive development and helping people overcome challenges in daily life. In addition, the company’s studies show that play helps bolster confidence in people and improves their overall quality of life.
The Power of Play
“Papaya believes in the Power of Play and emphasises the importance of integrating play into our lives rather than leaving it behind in childhood. Through play, we develop personal abilities and essential skills that we may have lost over the years,” says Uri Pearl, Head of Marketing at Papaya.
Papaya games are designed to test players’ mental and physical skills and develop those skills over time as they play. Social tournaments between players are dependent on skill, and all the players have the “exact same gameboard, settings, and order.” Players also face competition at a similar skill level so you can focus on outplaying your competition.
About Papaya
Founded in 2019, Papaya is a global tech company. Papaya specialises in developing new ways to enjoy traditional popular games like Solitaire. Papaya transforms these single-player games so they can be played by multiple players in a “gaming arena.” This clever twist on gaming allows a diverse community to play together in a skill-focused, tournament-style alternative to traditional gaming, fostering a “vibrant and engaged community.”
Since its inception, Papaya has achieved over 30 million downloads and hosts up to 20 million tournaments daily among its player base. Among its most popular titles are PAPAYA Solitaire, PAPAYA Bingo, and PAPAYA Bubble.
