Singapore-based Ksubaka has entered into a joint-venture with Fullshare Holdings Ltd to speed up its expansion in China.
The move follows the successful pilot of its in-store kiosks called ‘playSpots’ last year , which deliver consumer engagements called ‘Moments of Joy’ (MoJos), via mini-games in retail stores right at the point of purchase.
The China-based joint venture-incorporated as Fudaksu-will trade as Ksubaka and brings with it a capital insertion of $ 15.6 mln for 2016.
Hong Kong stock exchange-listed Fullshare Holdings is one of China’s largest privately held businesses and specializes as a service operator of green building, community, cities and towns.
The infusion of funds will enable the company to scale at speed, with the plan to roll out more than 20,000 playSpots nationally across mainland China by the end of the year.
The company claims that the expanded network will deliver in excess of 1 mln daily consumer engagements, defining engagement as a brand interaction lasting for more than 60 seconds.
The platform also offers promotional incentives including: discounts, coupons, loyalty points and interaction into branded WeChat channels.
“We have an agreement to have rollout across all of China with the largest supermarket retail chain China Resource Vanguard Co. They have over 4500 locations across the country, and we are starting with the hypermarkets where we are installing 10 playSpots in each,” Julian Corbett, CEO and founder of Ksubaka said.
As per Corbett installations in initial tier 1 cities will complete in the coming weeks, with tier two and three cities next on the list in the coming months.
The company has already run campaigns for some 20 major brands, including: Clear, Coca-cola, Colgate, Dove, Head & Shoulders, Heinekein, Kellogg’s, Lifebuoy, L’Oreal Paris, Nescafe, Oreos, Sunsilk, Wall’s Ice-Cream and Wrigley.