How Telecom Companies Structure Gaming Promotions A Case Study Of Globes Gosurf Mobile Legends Offers

Introduction

Telecommunication companies frequently offer promotional packages that include free data and access to popular applications to attract and retain customers. This article examines Globe Telecom's GoSURF promotional plans in the Philippines, with a specific focus on how these packages include Mobile Legends as a freebie option. The analysis reveals the structure of these promotional offers, the various plan tiers available, the redemption processes for free content, and the specific gaming benefits included for Mobile Legends players. While these promotions are specific to Globe's Philippine market, they provide insights into how telecom companies structure gaming-related incentives that may be relevant to similar strategies in other markets.

Overview of GoSURF Promotional Structure

Globe Telecom offers a range of prepaid data plans under the GoSURF brand that combine open access data with specialized app bundles and gaming freebies. These plans are designed to cater to different user needs and budgets, with validity periods ranging from 2 days to 30 days. Each plan includes a base data allowance for general internet use plus additional free content that can be allocated to specific applications or services, including Mobile Legends.

The promotional structure follows a consistent pattern across all plan tiers: 1. A base data allowance for general internet access 2. A free app bundle that users can select from predefined options 3. Additional benefits such as unlimited texts to all networks 4. Mobile Legends access included in most plans as part of the GoWATCH&PLAY bundle

Users can register for these plans either through text commands or via the USSD code *143#, and after successful registration, they receive instructions on how to redeem their chosen app bundles.

GoSURF Plan Variants and Benefits

Globe offers multiple GoSURF plan variants at different price points, each with varying data allowances and benefits. The following table summarizes the main plan options available:

The GoSURF50 plan represents the most budget-friendly option with a 3-day validity period, while the GoSURF999 offers the highest data allowance with a 30-day validity period. All plans except the basic GoSURF15 include Mobile Legends access as part of the GoWATCH&PLAY bundle, with data allocations specifically for gaming purposes.

Mobile Legends Freebies and Benefits

Mobile Legends is prominently featured across most GoSURF plans as a key gaming freebie. The benefits vary depending on the plan tier:

• GoSURF15: Includes 30MB of dedicated data specifically for Mobile Legends gameplay
• GoSURF50 and higher: Includes 2GB of GoWATCH&PLAY data that encompasses Mobile Legends access along with other gaming applications

The GoWATCH&PLAY bundle, available with plans priced P50 and above, not only includes Mobile Legends but also other popular games such as: - Marvel Super War - Arena of Valor - Clash of Clans - Rules of Survival - Free Fire - PUBG - Call of Duty Mobile

This comprehensive gaming bundle provides substantial data allocation specifically for gaming purposes, allowing users to play Mobile Legends without consuming their general data allowance. The 2GB allocation in higher-tier plans supports extended gameplay sessions and reduces the need for additional top-ups.

App Bundle Selection Process

After successfully registering for a GoSURF plan, users receive a text message prompting them to select their preferred app bundle. This selection process is a key feature of Globe's promotional strategy, allowing users to customize their plan based on their specific needs and preferences.

For the GoSURF299 plan, users can choose from four distinct app bundles:

1. GoSHARE&SHOP: Includes access to social media platforms and e-commerce sites:

   • Social media: Facebook, Instagram, Twitter, TikTok
   • E-commerce: Lazada, Shopee, Zalora

2. GoWATCH&PLAY: Focused on streaming and gaming content:

   • Video streaming: YouTube, Netflix, iflix, HBO GO, NBA, Viu, V Live, ONE
   • Gaming: Mobile Legends, Marvel Super War, Arena of Valor, Clash of Clans, Rules of Survival, Free Fire, PUBG, Call of Duty Mobile

3. GoLISTEN&TRAVEL: Music and navigation services:

   • Music streaming: YouTube Music, Spotify, WeSing
   • Navigation: Grab, Google Maps, Waze

4. GoLEARN&WORK: Educational and productivity applications:

   • Learning: YouTube Learning, Wikipedia
   • Communication: Zoom, Viber, WhatsApp

To redeem the selected bundle, users text a specific keyword to 8080: - For GoSHARE&SHOP: text GS299 SNS to 8080 - For GoWATCH&PLAY: text GS299 WNP to 8080 - For GoLISTEN&TRAVEL: text GS299 LNT to 8080 - For GoLEARN&WORK: text GS299 LNW to 8080

After sending the correct keyword, users receive a confirmation text message, and the selected app bundle becomes active for the duration of the GoSURF plan's validity period.

Registration Methods and Process

Globe offers multiple methods for users to register for GoSURF plans, providing flexibility and convenience:

1. Text Registration:

   • Users can register by sending a specific code to 8080
   • Example: Text GOSURF50 to 8080 for the GoSURF50 plan
   • Alternative short codes are available (e.g., GS50 to 8080)

2. USSD Code Registration:

   • Dial *143# from a Globe/TM mobile phone
   • Navigate through the menu: All-Time Favorites > Surfing > GoSURF > GoSURF299
   • Select the appropriate plan and app bundle

After successful registration, users receive a confirmation text message with details about their plan, including the validity period and information about the freebie selection process. The message typically includes instructions on how to claim the additional free content by replying with specific keywords.

For example, after registering for GoSURF50, users receive a message like: "You're now registered to GoSURF50! Enjoy 1GB for surfing valid till [date]. You'll get a text message on your freebie shortly. Data charges apply once GoSURF is used up. Claim your GoSURF50 freebie now! Choose one free content worth 300MB of data."

Additional Benefits and Features

Beyond the primary data allocation and app bundles, GoSURF plans include several additional benefits that enhance their value proposition:

1. Unlimited Texts to All Networks:

   • Included in most plans (except GoSURF15)
   • Allows users to send unlimited text messages to any network in the Philippines
   • Valid for the same duration as the data plan

2. GoWIFI Access:

   • Available in GoSURF50 and higher plans
   • Provides additional WiFi data for use at GoWiFi hotspots
   • Ranges from 1GB in the GoSURF50 plan to 1GB in higher-tier plans

3. GoSHOP Promo Codes:

   • Included in GoSURF299 and higher plans
   • Provides discounts or special offers on the GoSHOP online marketplace
   • Number of codes varies by plan tier

4. Add-on Options:

   • Some plans allow users to purchase additional data through add-on packages
   • Example: Text GS ADDSURF 15 to 8080 for an additional 100MB/1 day (requires P15 load)

These additional features complement the core data offering and app bundles, making GoSURF plans more comprehensive and appealing to a wider range of users.

Special Promotional Combinations

Globe occasionally offers special combinations that provide enhanced value through the use of multiple promos:

1. GOSURFBE34 + GOTSCOMBOKEA37:

   • Total cost: P71
   • Benefits: 1GB consumable data
   • Validity: 15 days
   • Registration sequence:
     • Text GOSURFBE34 to 8080
     • Follow with GOTSCOMBOKEA37 to 8080
     • Finally text GOSURF STATUS to 8080

2. GOTSCOMBODD70:

   • Benefits: 1GB Data, 1000 Text All-Net
   • Registration: Text GOTSCOMBODD70 to 8080

3. GOTSCOMBODD90:

   • Benefits: 2GB Data, 1000 Text All-Net
   • Registration: Text GOTSCOMBODD90 to 8080

These special combinations allow users to customize their experience further and potentially achieve better value than standard plan offerings. However, they require more complex registration sequences and may have specific eligibility requirements or limitations.

User Experience and Considerations

Based on the source material, users should consider several factors when utilizing GoSURF plans with Mobile Legends freebies:

1. Confirmation Messages:

   • Users must wait for the confirmation text message from Globe or 8080 before using any promo benefits
   • This prevents unwanted charges or deductions from the main account

2. Keyword Selection:

   • When selecting app bundles, users must send the exact keyword without extra characters or spaces
   • Incorrect keywords result in error messages and the need to resend

3. Data Usage Monitoring:

   • Data charges apply once the GoSURF data is used up
   • Users should monitor their usage to avoid unexpected charges

4. Plan Validity:

   • Each plan has a specific validity period
   • Benefits like free app bundles are only active during this period

5. Network Compatibility:

   • Some features may be limited based on device compatibility and network coverage

These considerations highlight the importance of understanding the terms and conditions of each promotional plan to maximize benefits and avoid potential issues.

Conclusion

Globe's GoSURF promotional plans demonstrate how telecom companies can structure offers that combine general data access with specialized content bundles, particularly focusing on gaming applications like Mobile Legends. The tiered approach allows users to select plans based on their budget and usage needs, while the app bundle selection process provides customization options. The inclusion of Mobile Legends as part of the GoWATCH&PLAY bundle across most plan tiers demonstrates the strategic importance of gaming promotions in attracting and retaining mobile users.

While these specific promotions are offered by Globe in the Philippines, the underlying principles of combining data access with popular applications, providing tiered pricing options, and allowing user customization through app bundle selection represent strategies that could be relevant to telecom companies in other markets. The structured approach to promotional offerings, clear redemption processes, and additional benefits like unlimited texts and WiFi access create comprehensive packages that address various user needs and preferences.

For consumers evaluating similar promotional offers from any telecom provider, understanding the specific data allocations, app bundle options, registration processes, and validity periods is essential to maximizing value and ensuring compatibility with their usage patterns.

Sources

1. Globe Data, Internet Unli Promo for Mobile Legends 2019
2. Globe vs Smart Prepaid Data: GoSURF vs GigaSurf Promo
3. GoSURF Promo Details
4. GoSURF299 Promo Information
5. GoSURF50 User Registration Example