Star Wars Battlefront II
EA.com Web Experience
Overview
The Star Wars universe is a rich and authentic world; it’s relatable, imperfect, and exceptionally detailed. Every place, person, and object is methodically thought through, and when fans move from the films to the games, books, or any other touchpoint, there’s a continuity that makes everything feel like it belongs.
Our goal was to create an immersive, emotive and flexible environment that expands the Star Wars universe. Entering it, Players should feel like they’re being pulled away from the real world and being taken on a uniquely Star Wars journey that was immersive, content rich, and satisfied core marketing and business objectives.
Discovery & planning
Planning for this project started about 10 months before the actual game launch and required a few trips across the Atlantic to align with the studio behind the magic, DICE. Early on in the process, we developed some core creative pillars to get our partners excited about what we had planned for the web experience. With alignment from partners, we went to work exploring how we would bring those creative pillars to life in a way that matched up with the global marketing initiatives and multi-year live service plan.
Our plans were lofty, but nonetheless, we set out with a stacked development team and began proving out all of our concepts and exploring the best design and technical solutions to bring this rich universe to life on ea.com.
Defining the visual language
Deeply rooted in the Star Wars universe are uniquely memorable user interfaces, a sense of detail and imperfection that only Star Wars could pull off consistently. Our vision was to create a UI that brought these things to life on the web and matched up as closely as possible to the in-game UI — making the website feel like an extension of the game experience.
Launch experience
Conceptual anamaticThe lead up to launch is a crucial time in the campaign where potential players can turn their excitement into action, and we can turn action into purchase. This experience aims to:
- Create a digital experience that puts Battlefront II in the spotlight during the month leading up to launch and prompts players to begin playing once the game is released.
- Give us an extensible and customizable framework we can use to educate players about core gameplay mechanics.
- Provide mobile-enabled users with short but rewarding experiences that prompt them to share and build up hype around the game.