Spotify and Netflix have joined forces for the release of a golf-centric game tied to Adam Sandler’s upcoming film “Happy Gilmore 2,” marking the music streaming platform’s foray into the gaming space.
Developed with MiK Studio, “Happy Gilmore 2 Tournament” is available exclusively in the Spotify app. Players are invited to tilt their device to conjure the right swing for each hole, with options to use a hockey stick and other unusual golfing accessories in gameplay.
Because the game is designed to promote the film’s Netflix release on July 25, original audio clips from the movie play after users complete each hole, along with a playlist of “happy” tracks curated specifically for each player. The game includes paraphernalia from the movie, as well, such as Sandler’s character’s boots, an alligator and more.
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At the end of the game, players are shown the movie’s official trailer and are encouraged to share their scores on various social-media platforms.
“Happy Gilmore 2 Tournament” showcases Spotify’s first-ever gaming partnership, and a strategic move to attract more advertisers to the platform.
By partnering with Netflix, Spotify is likely testing to see how its hundreds of millions of monthly users, as well as brands, respond to promotional in-app games.
Spotify’s focus on gaming comes a year after the company revamped its ads business and launched its rebranded ads manager in attempts to attract a wider range of branding opportunities.
At the company’s NewFronts presentation last May, head of sales Ann Piper made it clear that Spotify was ready to move beyond audio budgets, prioritizing video and connecting “brands with users when they are looking at their screen.”
Gaming could be Spotify’s newest addition to its video-first advertising strategy.
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