A advertising slogan by a German real estate company has caused heated discussions on Mallorca. The campaign, titled “Game of Homes,” is widely seen as mocking the island’s tense housing situation.
Outrage Over “Game of Homes” Campaign on Mallorca
The German real estate company Kensington has hit a nerve on Mallorca with its latest advertising campaign “Game of Homes,” sparking a wave of indignation. On large billboards, including on the road to Magaluf, Son Ferrer, and El Toro – an area known for its real estate developments – the housing market is presented as a “game of homes.” This slogan, an allusion to the popular series “Game of Thrones,” is considered cynical and disrespectful by many island residents and visitors, especially given the acute housing crisis on Mallorca.
An image of the controversial billboard, shared on Instagram (@politicament.incorrecta), went viral and ignited the debate. The criticism is primarily directed at the fact that such a serious issue as housing shortages and the associated social problems on the island are trivialized and downplayed in this way. For many, the search for housing on Mallorca is not a “game” but a serious struggle for affordable housing.
Kensington and the Allusion to “Game of Thrones”
The choice of the slogan “Game of Homes” is an obvious reference to the successful HBO series “Game of Thrones,” based on the novels by George R. R. Martin. In the series, noble houses fight for control of the Iron Throne and dominion over the Seven Kingdoms. This analogy to the real estate market, where it seems “thrones” in the form of properties are also being fought for, is met with incomprehension given the real problems faced by many people. Kensington, acting as an intermediary in the purchase and sale of homes, seems to have aimed to attract attention with this campaign. This has undoubtedly been achieved, but perhaps not in the desired positive way. The public reaction shows that sensitivity in dealing with local conditions and challenges is of great importance, especially in such a sensitive area as the housing market.
