Japan – To celebrate the 12th anniversary of the popular tower defence mobile game The ‘Battle Cats,’ creative innovation company R/GA and game developer PONOS have reimagined the experience for players by blending cinematic art and gameplay inspired by Japan’s Sengoku period.

Titled ‘The Way of the Cat,’ the campaign takes inspiration from Japan’s Sengoku period, a time of tactical mastery and conflict. By combining art, gameplay, and storytelling, it showcases the game’s strategic depth, transforming The Battle Cats from a quirky, cute title into a rich, strategy-driven experience.

R/GA brought the vision to life with the Sengoku concept, a centrepiece showcasing the game’s intricate battles and strategies. Enhancing this, the modern Byobu serves as a striking visual element, seamlessly linking in-game artistry with the campaign’s narrative.

This cohesive approach launched a Sengoku-themed in-game event, allowing players to dive into the game’s rich storytelling. Complementing this, social media tactics encourage players to explore and engage with its strategic depth.

As part of the anniversary campaign, two cinematic films inspired by classic Samurai cinema were also released to celebrate the game’s milestone.

Seiichiro Sano, managing director and COO of PONOS, said, “As we celebrate 12 years of The Battle Cats, we’re excited to challenge perceptions and showcase the game’s strategic depth. This collaboration with R/GA honours our heritage while inviting new players to experience the thrill of tactical gameplay in a fresh way.” 

Masaya Nakade, executive creative director at R/GA Japan, added, “Our aim was to elevate the perception of The Battle Cats by weaving together art and strategy to capture the game’s true essence. Through Sengoku-inspired storytelling and high-calibre visuals, we’ve crafted an experience that celebrates the game’s unique creativity and challenges players to appreciate its depth.”

Japan – Creative innovation agency R/GA and the tower defence game The Battle Cats have officially revealed the double agent behind the chaos of the game’s 10th anniversary celebrations, introducing a captivating new twist to its already quirky storyline.

The mission began when the 10th anniversary festivities were delayed due to sabotage, prompting players to hunt for the elusive Spy Cat. As Cat Intelligence Agents (CIAs), players explored clues in-game and on social media to solve the mystery, investigate 10 suspicious cats, eliminate suspects, and earn rare tickets as rewards.

Co-created by PONOS and R/GA, the second chapter of the ‘Mission Impawsible’ campaign maintains the thrill of espionage to attract new players. Following players’ accusations against 10 potential suspects, the true identity of the spy was finally unveiled.

Players who participated in the hunt encountered the sneaky saboteur—none other than Doge, the sworn enemy. As the mask is removed, Mohawk Cat is discovered safe and sound, lounging in the hotel refrigerator. Players received their rewards for correct accusations directly in their in-game mailbox.

In the game’s second edition, Projector Cat announces a final mission inviting players to participate in the Best of the Best Festival. During this event, players can win the new Uber Rare character, Trixi, through the fixed capsule machine. With the double agent captured and the machines repaired, The Battle Cats officially celebrate their 10th year anniversary. 

Seiichiro Sano, managing director of PONOS, said, “We wanted to make The Battle Cats’ 10th anniversary truly special, and ‘Mission Impawsible’ captures the quirky, unpredictable essence of the game. Spy Cat brings a new layer of excitement, and it’s been incredible to see gamers fully engage with the mystery. The positive response shows just how much they love diving into this global spy adventure.” 

Ari Halper, global head of creative excellence at R/GA, added, “Working with PONOS on Mission Impawsible was about pushing creative boundaries for a mobile game’s anniversary promotion. By tapping into the incredibly popular espionage/thriller genre, we were able to lure new audiences to the game while staying true to the Battle Cat’s unique charm. All while entertaining current, returning, and new players alike. And seeing players not only engage but truly love the experience has been hugely rewarding—it’s a testament to the power of combining storytelling with gameplay and promotion.” 

The Battle Cats’ ‘Mission Impawsible’ campaign was developed by R/GA’s global teams from Japan, the US, Argentina, Singapore, and Australia. Running across social media, paid media, and influencer channels in English-speaking regions during September and October, the campaign attracted over 2 million new users, reactivated 1.1 million lapsed users, and received 80,000 total votes.

Japan –  Video game company PONOS has launched a thrilling spy-themed campaign to celebrate the 10th anniversary of the English edition of its hit tower defence mobile game, ‘The Battle Cats,’ inviting players to uncover a mysterious double agent and save the celebration.

Titled ‘Mission Impawsible,’ the campaign’s storyline thrusts players into action as a double agent sabotages capsule machines built for the 10th anniversary festivities, forcing the postponement of the highly anticipated Best of the Best festival. As the hunt for the Spy Cat begins, every cat is a suspect. Players are invited to join the investigation, defend the Cat Base, and expose the double agent in this thrilling game of cat and mouse to bring justice once and for all. 

Seiichiro Sano, managing director of PONOS, said, “Who doesn’t love a good spy thriller? From James Bond to Mr. and Mrs. Smith to The Bourne Identity, espionage stories capture our imagination. Typically, campaigns are built outside of the game, but once again PONOS and R/GA’s global team collaborated to integrate the voting system directly within the game, engaging core players.” 

Ari Halper, global head of creative excellence at R/GA, added, “There is a great irony in the gaming world: while games are meant to entertain us, their promotions and celebrations typically fall back on the same retail tactics and sales clichés. But why not extend the entertainment into the promotions and celebrations themselves?” 

The ‘Mission Impawsible’ campaign, featuring social media, paid media, and influencer content, will roll out across English-speaking regions throughout September and October. Players can make their final suspect accusation between October 7th and 14th. 

Since its original release for the Japanese market in 2012 and the English version in 2014, The Battle Cats has become a widely acclaimed tower defence strategy game, amassing over 92 million downloads and continuing to grow.