Project Background

Tokyo Game Show (TGS), is one of the world's largest gaming events, celebrating its 28th anniversary this year, running from Thurs 26 Sept – Sun, 29 Sept 2024. This event is for game-related companies from Japan and abroad to gather under one roof to exhibit upcoming game titles and more. Across the 4 days there will be an expected 250k attendees.  

This year Google Play has partnered with x7 Game Developers to feature as special playable characters for HVU (high value users) in the Diamond Castle experience, a speed runner / vertical climber. Players who reach the leaderboard will win prizes associated with their chosen Game Developer. Whilst the in-person event is only across the x4 days, the online event starts today and runs across x4 1-week sprints, giving users more opportunities to play and win.

Stage 1: Client Requirements

Objective: The initial stage involved understanding and defining the client's requirements for the Diamond Castle Game promotional event. The design of the website was aimed at achieving three primary objectives:

• Promoting Google Play VIP Benefits: Highlight exclusive features and incentives available to VIP members.
• Enhancing Diamond Castle Game Engagement: Encourage active participation and sustained interest in the game.
• Driving Traffic to Tokyo Game Show: Increase physical attendance at the event through engaging online activities.

Rationale: Addressing these requirements directly influenced the design strategy, focusing on user engagement and seamless integration of promotional content, which would be critical in drawing both online and offline attention.

Stage 2: Information Architecture and User Flows

The site map and content information architecture (IA) were structured to ensure easy navigation and accessibility of information.

Key components included:

• Home Page: Introduction to the event and game highlights.
• VIP Benefits Page: Detailed explanation of Google Play’s VIP benefits.
• Game Engagement Pages: Prizes and Leaderboard
• Event Details Page: Information on the Tokyo Game Show, including location, schedules, and exclusive event features.

The game user flow was designed to be intuitive, allowing users to quickly understand how to participate and navigate within the game.

Stage 3: Wireframes and UI Design

Initial wireframes were created to layout the basic structure of the website and game interfaces. After several iterations and user testing, the design was refined to include:

• Leaderboard Enhancements: A new system where users could join teams associated with their favorite IP, fostering a competitive and collaborative environment.
• Responsive UI Designs: Ensuring the website and game interfaces were optimized for both online and offline events, with adjustments made for varying screen sizes and environments.

Stage 4: Art Direction Challenges and Solutions

‍Objective: Seamlessly integrate Google Play’s brand identity with the Diamond Castle game's unique retro art direction. The final UI designs adopted a mobile-first approach, directing desktop users to the mobile game via QR code and optimizing mobile game controls.

Challenge: The challenge was to merge two distinct styles into a coherent design that respects the game's aesthetics while promoting Google Play’s modern and accessible brand. This approach ensured that the game was enjoyable on any device, enhancing its reach and effectiveness.

Final Delivery

The UX design for the Diamond Castle Game effectively met the project's objectives by creating a cohesive, engaging user experience that bridged the gap between online engagement and offline event participation. The strategic use of design and technology ensured that both aspects worked synergistically to promote the game and Google Play’s VIP benefits, resulting in a successful integration at the Tokyo Game Show.

The online game played a critical role in enhancing the offline Tokyo Game Show experience. Participants waiting in lines could access the game on provided Google Pixel devices, offering them a taste of the game and keeping them engaged. This not only improved the user experience but also served as a practical crowd management tool during the event.

Reach: The game and website reached total of 112,000 users in Japan, with an aeverage 4 min gameplay per user and 20 min for average website session time.