Gamers can be a difficult group to please. Technology early adopters, they have the highest expectations for design refinement and development execution.
For a series of games on Xbox.com, I was tasked with designing and developing a number of single page web applications to display the games content in new and interesting ways. Ways that would stand out from the standard "game trailer" YouTube clips.
For Dead Rising 3, I designed and developed a single page webapp that also functioned as a "Choose your own adventure" style walkthrough of game clips.
Results: This new take on game marketing allowed gamers to experience the content that might otherwise be delivered in a gameplay trailer. XBox saw increased consumer engagement with the content presented this way and lead to additional pre-orders via a reward system for consumers who were able to battle their way through the city of Los Perdidos. The campaign saw a massive amount of organic word-of-mouth support which allowed it to be one of the top-selling titles for XBox that year.
For Kinect Sports Rivals, I designed and developed a single page webapp that let the gameplay be the hero. Beautiful full screen videos were delivered via YouTube, with interactive hotspots displaying during the video to provide more context to potential consumers. The island of KSR functioned as an interactive 3d element allowing users to navigate the same island location the gameplay for Kinect Sports Rivals takes place on.
Results: This innovative approach, which allowed gameplay videos to take center stage with opportunities for the view to engage more only if they choose to, saw heavy user engagement within days of launching the site, and excellent analytic numbers throughout the lifespan of the campaign, even through middling game reviews.