The 'Bitten Phones'

In a bold guerilla marketing campaign, Appcharge, a payment platform for mobile games, protested the 30% app store fee charged by Apple and Google with a striking visual: a mobile phone with a massive bite taken out of it. The campaign's climax was a direct-mail stunt where executives in the gaming and FinTech industries received a "bitten phone" with the message, "Fed up with this 30% bite?". This campaign highlighted Appcharge's alternative solution, which allows publishers to create their own independent stores, bypassing the high fees imposed by Apple and Android. The same visual was also used in a billboard campaign at the gamescom conference in Cologne and in a targeted digital blitz on LinkedIn and the GDN.