This week, as part of our Success Story series, we have a young and vibrant company from our client pool – INFINITY CORE PTE. LTD, interactive digital games agency. The company is run by Mr Tee Wee Keong & Mr Tee Wee Kwan, the brothers and co-founders of Infinity Core. This company has been with us for almost 10 years.
Focusing on creating experiences through creative technology solutions, Infinity Core conceptualizes and develops interactive/digital touchpoints (online and offline campaigns) and creative user experiences for activations and events.
Tell us more about your brand story.
Traditional marketing has always been a one-way communication where information is pushed to customers without any form of incentives for participation. Our objective is to focus on experiential marketing where communication is key between the brand themselves and their target audiences.
With the love and knowledge for popular games and programming, our concepts revolve heavily around “Gamification”. The focus is to create unique experiences that customers/consumers can interact, engage, and participate with the brands and gain rewards and prizes.
Besides, the thought of being an entrepreneur was constantly in my mind back in my early schooling days. Having the power to create the things you like and the flexibility of time were the key motivation for us.
How helpful has game been as a media for promoting your clients’ business? How many games have you developed so far?
Games have been a huge part of what Infinity Core does. From ideation & conceptualization to creation and delivery, the key focus is always on how to engage, interact and retain our clients’ target audience. Games that are fun, easy to understand and play are always highly attractive to customers. Coupling with rewards, vouchers, and prizes to be won from the game campaign, many would be enticed to participate and share it with their friends and family. This creates the stickiness between brands and their loyal customers that keep them coming back for more. Till date, we have done over 100 games/mini games for our clients, deploying in multiple countries as well.
Games can be seen as a standalone campaign by itself OR can be part of a bigger campaign/event that consists of other components.
The advantage of digital game campaigns or events is that they can be part of an O2O (Offline to Online) campaign that drives footfall to brick-and-mortar stores to increase potential sales.
This is an example of the “SMART RETAIL” concept that we did for the YALE #takeiteasy campaign in 2019 which won multiple awards. Using digital technologies and focusing on gamification, we were able to drive massive traffic and sales for YALE during the campaign period.
Please share with us the most memorable challenge when you first started, and how did you overcome it?
Sales and business development is always a challenge for a startup. With little to no connection in the industry. I had to visit exhibitions and events every day to hand out business cards and start small talks to introduce my business and services.
After a year of combing and physical cold calls – we finally managed to build up a steady stream of clients and expanded our portfolio.
Who is your primary audience, and how do you reach them?
Our primary audiences are Agencies and Brands. Currently, most of them are through referral while the rest found us online via our website.
What motivated you to create a website?
Having a web presence is important, as being an agency we have to introduce who we are, what our products and services are to the public in a professional way, online. Most importantly, our website is the place where we showcase our portfolio/projects to create confidence in new clients.
What has been the most exciting part of the journey after digitizing your business?
As we are an interactive digital agency, we are always embracing digitalization. This allows us to look at things in an automated and analytic perspective.
Besides Singapore, you also have multiple offices in Malaysia, Vietnam, China and Thailand. Would you mind sharing with us which was the most challenging one when it comes to keeping up with the concept of digital marketing?
In terms of experiential marketing, different countries have different difficulties in implementing digital interactive campaigns and events. Countries such as Vietnam are still relying on LED lighting, billboards and banners to advertise their products and services. Therefore, when trying to implement the concept of experiential marketing, the challenge of digital-based campaigns is to change the perspective of key decision-makers. However, things are progressing, and adoption rates are picking up.
China, on the other hand, is way ahead of the rest of the countries. With high adoption and usage of digital technologies and interactive campaigns, the challenges are no longer on adoption. It is mostly competing with big players to see who has the most innovative ideas for a particular campaign or event. How to step up to the next level with higher interactive elements and drive sales in the shortest time possible are always the key objectives, apart from the gamification components that are often considered the ‘essence’ of a digital campaign.
How many people are on your team and what brought you together?
Currently we have more than 30 people in the Infinity Core family. We look for like-minded individuals that are aligned to the company’s vision, goals, and heavily embedded qualities such as self-driven, confident, creative and the passion to always look for new ways to interact and have fun.
What are the 4 things that you wish someone would have told you earlier when starting your business?
- The importance of networking
- No matter what stage of your career life you’re in, especially when you’re starting a business, networking is an incredibly useful tool that can, and should, be practised by every entrepreneur.
- Seek funding and partnerships
- It helps increase your company visibility and attracts the attention of the market. It adds value to your business and shows prospective partners and customers that your company is worth considering.
- Hire the right people
- By hiring the right person – the business will move in a positive direction and will become more successful in the future.
- Learn the pitfalls from others
- Some mistakes could be avoided in the first place if people learned from the mistakes of others.
Please share your experience with Exabytes.
Exabytes is the first domain registrar and hosting provider that we signed up with. They ensure our website and hosting are always up and running with little to no downtime.
Finally, let us share with you Infinity Core Showreel 2021.
Share Your Story with Exabytes
Thank you, Mr Tee Wee Keong & Mr Tee Wee Kwan, for your valuable input and participation in the Success Story Campaign. If you, your friends and family, also have a project or a good startup story to share with the world, don’t wait, get in touch with us!