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.
