Case Study → ULTD Studio
Designing a new studio’s brand, mobile game, and indie game dev tool
ULTD Studio’s goal was to bring to life an all-new IP, starting with a new type of mobile game, and to build tools that would unlock a new way to create complex game worlds for indie devs and smaller studios.
My Role
Content Strategy
Video Production
Project Management
Audience Research
Narrative Design
Results
ULTD (“Unlimited”) Studio was one of 20 startups accepted (out of ~1,200 that applied) into Launchpad Luna, a venture-backed accelerator led by Animoca Brands and Brinc. The team also landed an official development partnership with Niantic Labs, the makers of Pokémon Go and Marvel Snap.
We successfully developed a proof-of-concept build of the mobile game and an early version of our first developer tool to pitch to prospective investors, securing multiple verbal commitments. We are also working with the University of Arkansas on gathering user feedback from game development students who have tested our the dev tool. → Read UofA Article Here.
Getting Started
Research
We commenced with exhaustive market research that revealed a saturated hyper-casual gaming market, struggling with monetization and primarily appealing to an older demographic. We realized that to make an impact, we had to innovate.
Early Findings
The initial insights guided our strategic brainstorming sessions, sketches, interviews, and early prototype tests. These exercises led us to the initial framework of ULTD Mobile—a cyberpunk-inspired, hybrid-casual game blending elements from multiple genres.
Learning & Iterating
Game Design
We confirmed that the hyper-casual market had stagnated and found an appetite for something disruptive and engaging among younger gamers.
UX analysis of onboarding flow for Ingress Prime, Pokémon Go, and Angry Birds AR: Isle of Pigs.
Onboarding flow of ULTD Mobile getting players in the action after just 3 interactions.
Our team workshopped narrative timeline and major world events to build a richer, more immersive world for ULTD.
The Finished Product
Landing Page
Final design of the game’s pre-launch landing page.
Mobile Concepts
An immersive experience that encapsulated the game's ambiance, while providing a succinct introduction to our development toolset.
Included multiple game modes and mechanics, bringing together a rich tapestry of puzzles, RPG elements, action sequences, and more.
Other Assets
UI design for the first iteration of ULTD’s Living Story Engine™, an AI-powered NPC dialogue builder.
