Slayers Club
(Doom Eternal)

The Slayers Club is the official DOOM fan club. It's a celebration of the passion, creativity and love fans have poured into DOOM for nearly three decades. Becoming a member is free and easy, and grants users access to unique Slayer and demon skins inside the DOOM Eternal game, plus membership also includes merchandise discounts, exclusive content, and more.

Challenge.

Build a site to celebrate the DOOM franchise’s history, promote the upcoming game release, and provide a space where fans - new and old - can interact within the site and with each other through gamification. Interactions within the site earn users points that can translate into rewards and entries into giveaways.

Solution.

Taking inspiration from the DOOM styling 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.

Results.

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.

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