Digital Strategy & Creative Concept. Online Game Creation. Social Media
In a bid to get more casual gamers to engage with Google Play, an event held in the city of Seoul was planned to introduce popular mobile game titles and allow like-minded people to connect. A digital marketing campaign was required to reach out to this target audience to keep them clued in on event activities as well as entice everyone to enjoy and have more fun with games. The solution? A microsite that served event news, workshops and schedules. Also included – an online arcade for visitors to embark on a game quest to find out what sort of gamer they are. At the end of the mission, the result is revealed in the form of a shareable avatar.
A little game quest to introduce trending games and let players get a feel of what type of games they might enjoy. As an online arcade, it also reached out to those who could not attend the actual event.
From action to strategy genres, each avatar is personalised to reflect the gamer in you. There was also the possibility of creating merchandise.
This project allowed for a hands-on approach as it was a small creative team comprising of art director Raul Hernandez, designer Dara Toh and illustrator Carrie Ho. I was involved in plotting out the user journey and interface (UX copy included), creative direction, concept and mechanics of each game, creation of game personalities as well as the copy. All achieved within a very short time frame and in spitting reach of developers.