TouchIT

Challenge

Though Electronic Arts held the status, “leading developer and publisher of interactive entertainment software,” rising competition in the gaming sector prompted them get better acquainted with their customers’ wants and needs.

Our team was sought out to redesign the game registration application while increasing appeal for both domestic and international players. Because today’s gamers hold high expectations, EA and BLITZ opted for the registration application to allow for customizable elements, such as surveys tailored toward every genre of game and the ability to dynamically display the appropriate EA brand. Throughout the design and user experience process we focused on gamers’ attraction to game-like experiences and rewards so that registration became an exciting event in itself.

Solution

To motivate gamers to register, we designed a vibrant and dynamic Flash module inspired by the Xbox interface environment. Fully customizable by game, this application is localized for over 30 languages in 80 countries and automatically sets the language by detecting the settings of the user’s operating system. Using a reward strategy as an incentive to register, users are encouraged to provide more information, such as their hardware configuration, so that they have personalized Campañas CRM-based prizes, offers and rebates based on their profiles.