Bioware

Massively Engaging

Helping launch a landmark game with an engaging experience.

What we did

Create an engaging acquisition experience to attract non-gamers to the launch of a massive multiplayer online role-playing game.

Platforms

Optimized for mobile first.

Strategy

Leverage the deep Star Wars brand in every possible way and localize it for 20+ countries.

The work

SMITH helped launch this landmark game with an engaging experience designed to expand the massively multiplayer online role-playing universe.

When BioWare called a few weeks before the launch of Star Wars: The Old Republic to ask if we could design and build a new acquisition experience aimed at folks who probably weren’t massive multiplayer online role playing game (MMORPG) enthusiasts, but who might get a kick out of the thought of being the hero of their own personal Star Wars saga, we knew the “Force” would be with us.

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