Creating an addictive ghostly game

Client

Adnams

Sector

Food and Consumer Goods

Tech

Immersive Apps

The addictive mobile game that got beer drinkers hooked

To celebrate the anniversary of Ghost Ship – Adnams’ most popular pale ale – we created a branded mobile game that hooked fans and attracted new audiences. Combining fun, challenge and rewards, the game brought the brand to life in a fresh, interactive way. Players competed for prizes while helping Adnams boost engagement in pubs and supermarkets.

The challenge

Ghost Ship is Adnams’ best-selling pale ale, with a loyal following. To mark its anniversary, Adnams wanted to create a memorable brand experience that went beyond traditional campaigns, rewarding existing fans while reaching new drinkers. The challenge was to design something entertaining enough to keep people coming back, but also simple and accessible. With prizes to encourage repeat play and codes on bottles to tie in retail and on-trade sales, the experience needed to blend brand storytelling with gameplay that resonated with casual mobile players.

The process

We created the Ghost Ship Game – a procedurally-generated mobile game in which players guided a ghostly boat along a river, dodging obstacles and defeating enemies while clocking up nautical miles. Each play-through was different, keeping the challenge addictive. Players who entered bottle codes could unlock prize draws, while leaderboard competition encouraged repeat attempts. By combining simple mechanics with playful branding, the game transformed Ghost Ship into a fun, interactive experience that stood out in the drinks sector.

The outcome

The Ghost Ship Game proved a huge success. Over two months, it was entered 5,337 times, with more than 108,000 games played – racking up an incredible 3.2 million nautical miles, equivalent to sailing 153 times around the world. The top 20 players won a year’s supply of Ghost Ship beer, while prize draws for a Southwold weekend added extra incentive. By blending competition, reward and brand storytelling, the activation reinforced Ghost Ship’s status as Adnams’ flagship ale, engaging loyal fans and introducing new audiences to the brand in a memorable way.