Unlikely gamers converge on a criminal in mobile app's US debut

"Criminal Case Pacific Bay" makes an appeal to its biggest fans in new spot from Untitled Worldwide.

There’s no place to hide when an entire city is on the case. A new 60-second TV spot from Untitled Worldwide pits a murderer against hundreds of dedicated sleuths to promote the US debut of "Criminal Case Pacific Bay," a mobile game from developer Pretty Simple that’s popular in Europe. The spot targets an unusual demographic—middle-aged women—but it reflects the game’s fanbase. More than 80 percent of its users in the US are women between the ages of 30 and 55.

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