The Challenge


LEAF Mobile Group, leading free-to-play mobile game group, is headquartered in Vancouver, Canada and works with studio groups that foster an entrepreneurial spirit anchored in creativity. Some of LEAF’s original and licensed IP mobile games include: Archer: Danger Phone, Bud Farm Idle Tycoon, Cheech & Chong Bud Farm, The Goldbergs: Back to the 80s, It’s Always Sunny: The Gang Goes Mobile, Trailer Park Boys Grea$y Money and the soon to be released, RuPual’s Drag Race Mobile Game.


LEAF approached Yulu PR with the goal of becoming a purpose-driven mobile games leader. Yulu PR was engaged to help develop a social purpose framework that would embody everything LEAF’s affiliate studios already champion, and create guardrails for impact as the group expands. LEAF was looking for a collaborative approach to setting up a framework that could easily cascade into its studios’ existing leadership teams, while still fostering studio-specific flexibility in the embodiment of LEAF’s values. 


The Solution


Working closely with LEAF, Yulu is developing LEAF’s Social Code – a framework that when fully rolled out, will encompass a player component, a people & culture component and an industry component, ensuring all studios affiliated with LEAF can effectively champion the cause closest to their company’s DNA as they develop highly engaging mobile games. 


While the process of finalizing the details of the Social Code is ongoing, Yulu is proud to further its portfolio through an all encompassing strategy for media relations and purpose development. 


The Impact


Together, Yulu PR and LEAF Mobile have built the foundation for a strong multi-level social purpose strategy unique to the mobile games industry. As the Social Code is rolled out in the coming months, LEAF Mobile is set out to disrupt the mobile games industry, becoming the new standard for impactful games.