Gaming
DOOM Slayers Club
Overview
Roles
- Project Management
- Wireframes & Prototyping
- React.js Framework
- API Development
- Web Design
Deliverables
- Responsive Build-Out
- CMS Integration
- Custom Points System & Database
- Giveaway Winner Selector
- Gamification
- Localization 10+ Languages
To promote the game and build a stronger community of fans, Haven Agency, id Software, and Bethesda created the "Slayers Club", a loyalty program for fans of the Doom series. A celebration of the passion, creativity and love fans have poured into DOOM for nearly three decades. The club offers exclusive content, rewards, and events to members who play the game and participate in community activities.
Overall, the Slayers Club was a successful digital marketing effort that helped to promote Doom Eternal and build a dedicated community of fans around the game.
600k+ New Sign-Ups Increasing User Engagement
Taking inspiration from the DOOM style guide, the user interface of previous DOOM titles, and additional input from the team at Bethesda that manages the franchise, Haven’s design team went to work designing the new website. We took special care to make sure that the responsive design could be used on any device and on any browser size.
To manage the content, we integrated the new website with Bethesda’s existing CMS to publish the desired copy, assets, and provide localization. To accomplish the gamification aspects of the website, including the interaction rewards functionality, Haven developed a custom points system and database. This granted the website’s administrators the ability to manage the point award values and to oversee the ranking totals. Users were also given access to their own personal profile pages where they could see their point totals and what actions they had taken to gain those points. Points were earned by users interacting with the site’s content and/or sharing it on social media. Once a new piece of content was seen or interacted with, users could not earn points for that same piece of content again.
For the monthly giveaways, Haven created an automated winner selection tool that can select users at random, based on their point totals, and those winners were awarded prizes from the database.
The site has met and exceeded all expectations so far. Member sign ups have increased each month, and by game launch there were over 600,000 members active daily! These users are all interacting with the site, sharing content on social media, participating in community events, and earning points towards future rewards. With the website being one of the major ways to earn in-game rewards, even more members have signed up to be part of the club in 2020. The site and campaign has been a great success and will continue into 2020 with future updates.
Visit Site
To manage the content, we integrated the new website with Bethesda’s existing CMS to publish the desired copy, assets, and provide localization. To accomplish the gamification aspects of the website, including the interaction rewards functionality, Haven developed a custom points system and database. This granted the website’s administrators the ability to manage the point award values and to oversee the ranking totals. Users were also given access to their own personal profile pages where they could see their point totals and what actions they had taken to gain those points. Points were earned by users interacting with the site’s content and/or sharing it on social media. Once a new piece of content was seen or interacted with, users could not earn points for that same piece of content again.
For the monthly giveaways, Haven created an automated winner selection tool that can select users at random, based on their point totals, and those winners were awarded prizes from the database.
The site has met and exceeded all expectations so far. Member sign ups have increased each month, and by game launch there were over 600,000 members active daily! These users are all interacting with the site, sharing content on social media, participating in community events, and earning points towards future rewards. With the website being one of the major ways to earn in-game rewards, even more members have signed up to be part of the club in 2020. The site and campaign has been a great success and will continue into 2020 with future updates.
Show off Your Creativity
Doom Avatar Creator
Haven Agency designed a web based Doom Avatar Creator for members to engage with its characters and universe, and to show off their own creativity and personality. Users first selected a gender for their avatar and then could customize its appearance using various options for the head, face, hair, and clothing. Once completed, they could download and set as their profile image!
Design
