Gaming✦ Innovation

SEGA

Virtual world concept for SEGA City virtual entertainment world, designing immersive gaming, shopping, and residential environments.

Duration

1yr

Team

Scale

Enterprise

Scope

United Kingdom

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Overview

SEGA, a renowned leader in the gaming industry, sought to enhance its brand presence and customer loyalty through a virtual world that integrates its varied gaming communities. Grounded in a research-led approach, the project focused on creating a unified digital environment fostering engagement and monetization.

Challenge

SEGA needed to create a cohesive, immersive space bridging diverse gaming communities across different franchises and platforms.

Research identified the need for a secure, interactive environment that boosts customer loyalty while offering revenue opportunities through virtual goods, events, and partnerships.

Research & Discovery

Conducted stakeholder workshops to align business goals with community needs and expectations.

Led usability testing sessions to refine interactive features and ensure an intuitive user experience.

Developed user personas and journey maps to inform the design of personalized user engagement strategies.

Solution & Deliverables

Designed and developed a virtual world using OpenSim technology, featuring branded islands that drove social engagement and ancillary sales.

Delivered customizable avatars, personal spaces, and voice-enabled interactions, ensuring a personalized and immersive experience.

Integrated monetization through micro-transactions and exclusive content and introduced loyalty programs to enhance user retention.

Results & Impact

Results included improved community engagement and strengthened connections between gamers and SEGA's franchises.

Ancillary revenue streams and loyalty programs supported financial sustainability, while ensuring WCAG 2.0 AA compliance bolstered accessibility.

Embedded GDPR-compliant data privacy measures established a secure, positive environment, reaffirming SEGA's innovative leadership in the gaming sector.