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During my tour through the UK last week I saw a lot of interesting new cases of how games can be used to promote your brand and add some relevant content to your consumers context. This Heineken concept seems really interesting. I don’t think it’s out in The Netherlands yet (UK only), but it could be well-localized I guess, since ‘play’ and football is universal (especially/mostly within Europe and Latin America’s I guess). Thanks Mark Wilson for showing this concept to me and for the beers afterwards 😉 look forward to our next meeting!