HUMAN NATURE explorer and experiential design strategist
ARG: APEX LEGENDS
OBJECTIVE:
Develop an ARG-style campaign for Respawn Entertainment's Apex Legends, emphasizing a participation strategy to rejuvenate player engagement and excitement.
Project Manager Strategy Writer
UX/Media Designer
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PROBLEM / OPPORTUNITY:
Over the past five years, Apex Legends has seen a decline in player engagement, impacting user-generated content and overall community dialogue. However, with the upcoming anniversary in February 2025, there is a significant opportunity to reignite awareness and stimulate growth within the game's community.
SOLUTION:
To re-engage lapsed fans and attract new players, our campaign will integrate new gameplay elements—such as a fresh character, map, and features—with enriching content and deep dives into the game’s lore. This strategy is designed to disrupt the existing monotony and expand the global community fanbase.
BIG IDEA:
Launch an interactive website that teases new characters and storylines through intriguing hints and puzzles. This platform will not only foster real-world engagement but also amplify participation through collaborations and streaming platforms. Players will unravel significant revelations about the story, earn rewards and gain crucial insights for the forthcoming season, thus enhancing gameplay experience.
