Our client was launching the third installment in a legendary IP, this after 10 years of wait. They wanted to create an experience that informed players about the game, connected and engaged the community, all the while driving pre-orders.
The goal was to build up excitement over the game, by showcasing the classes and allowing users to personalized a sigil exclusively on the site. As users uploaded customized sigils and visited various of the site sections, content would unlock giving them an additional insight and glimpse into the upcoming blockbuster. To bring that vision to life we went through a number of concepts.
STRATEGY AND USER EXPERIENCE
Break from typical game site by front loading the experience on the landing page. IE users should be able to tell the story behind the game without having to explore the site from one section to another.
The response from the community was overwhelming with UGC submissions in the millions. More granular results available upon request.