Project date 2019
My role Interactive Art Director
Project Summary This set of engaging programmatic banners introduce the gaming world to Google Stadia.
Personas Hardcore Gamers, Casual Gamers, Mobile Gamers
The challenge Gamers are a skeptical group to target. Especially, when it comes to the idea of streaming gameplay without a console. We needed to convince these players it would be a fast, fun, and smooth experience. All without the use of video game play, the newest titles, and key launch details – due to the point at which these had to go live.
Solution In place of video we used sprite animations of the game titles, 3d renderings of the gaming controller, and immersive game world backgrounds all set with Google Stadia brand assets. To get gamers to engage further with these banners, I designed a rounded call-to-action button with branded gradient typography placed near movement to catch a user’s eye. By adding a layer of programmatic media targeting, different banners were served to users who had searched for their favorite game types. For example, if a gamer loved adventure gaming, they would see the banner for Assassin's Creed Odyssey. Conceptually, this actively put Google Stadia in the cloud gaming world.
Results All twenty-thousand Google Stadia Founder’s Edition sold out within weeks of these banners going live, most sales being directly traced back to this set of banner creative.
