Smart Share Strengthens Game Development to Boost Fan Engagement with Ownly Tool

Smart Share Enhances Fan Engagement Through Original Game Development

Smart Share Co., Ltd., a Tokyo-based company specializing in the SNS marketing tool Ownly, has recently announced its collaboration with DAY TO LIFE, a company based in Osaka that operates the popular cream puff specialty store Beard Papa. This partnership has led to the creation of an original game titled "Run and Jump Beard Papa." This initiative is part of Smart Share's strategy to enhance fan engagement through interactive gaming alongside their primary service, Ownly.

Background and Objectives: Why is a Social Media Marketing Company Developing Games?

In the past, SNS campaigns primarily focused on increasing brand awareness through actions like follow-and-repost. However, the landscape is changing, as users are increasingly seeking experiential content that allows them to immerse themselves in a brand's universe and engage by sharing their experiences. Smart Share leverages its extensive knowledge gained from supporting various businesses in SNS marketing through Ownly to develop game content that fosters easy sharing on social media, thus encouraging user-generated content (UGC).

The initiative with Beard Papa illustrates this shift by incorporating a run-action game where users can intuitively control the brand's character. This not only spreads information but also cultivates a sense of familiarity and deeper engagement with the brand.

Advantages of Smart Share's Game and SNS Integration

The gaming content created by Smart Share is designed with seamless social media integration in mind. Key features include:

- Browser-Based Experience: The game can be accessed with a single tap through mobile or desktop browsers, eliminating the need for app downloads and reducing user drop-off.
- Shareability on Social Media: After gameplay, users can effortlessly share their scores on various SNS platforms, tapping into the desire to boast about their achievements, thus promoting organic UGC creation.

Example Campaigns Through Ownly Integration

By combining with Smart Share's Ownly tool, a unified management system is established, making it possible to conduct campaigns such as giveaways based on the sharing of game results with specific hashtags. This comprehensive approach streamlines everything from UGC collection to prize distribution.

Game Details

Title: Run and Jump Beard Papa
Launch Period: Expected from April 27 to August 31, 2026
Cost to Play: Free
Platform: Accessible on smartphones and PCs via web browsers
Game Site URL: Run and Jump Beard Papa
More Details: Beard Papa News

Game Concept

The game is centered around protecting the crispy texture of the cream puffs from its greatest enemy, humidity, while players jump over pesky puddles and aim to collect cream puffs. This side-scrolling action game features simple controls, making it enjoyable for both children and adults. Players who successfully reach the finish line will receive a coupon code for use within the official Beard Papa app.

Release Celebration Campaign: How to Participate

To enter the campaign, follow Beard Papa's official account on X (formerly Twitter) at `@beard_papa` and repost the campaign post. Five lucky winners will receive a 1,000 yen eGift for Beard Papa. (Deadline for participation: May 6, 2026)

About Smart Share Co., Ltd.

- Company Name: Smart Share Co., Ltd.
- CEO: Taichi Matsuda
- Established: 2011
- Location: 2-22-14 Higashi, Shibuya-ku, Tokyo, 150-0011, Japan
- Services Overview:

- Development and provision of the SNS marketing tool Ownly.
- Support for major SNS platforms, including X, Instagram, LINE, and TikTok.
- Comprehensive management of campaign operations to significantly reduce workload.
- Features for collecting and analyzing UGC.
- BPO services for campaign administration, including application processing, inquiry management, and prize shipments.
- Proven track record of managing over 700 campaigns.
- Fast campaign setups in just 5 business days.
- Custom development services for mini-games and engagement-boosting initiatives.
- Development tailored to meet unique business needs.
- Support for DX projects for municipalities and corporations, aimed at increasing operational efficiency through system and app development.