creating the ultimate gaming experience.

November 30, 2017

Arcade games are timeless. But their websites? Not so much.

So when we met with the manufacturers of the best arcade and amusement games on the market, we felt compelled to create something that could perfectly represent the brand—and more importantly, the priceless family fun that never fails to come with it.

meet: ICE.

Innovative Concepts in Entertainment (ICE) has been a leading manufacturer of coin-operated and arcade games since 1982. But you’re probably more familiar with Bubble Hockey, NBA Hoops, or any other games you might play in Dave and Buster’s or your own family entertainment center.

Serving 70 different countries around the globe, ICE has one of the largest product ranges in the industry. With a focus on research and development, quality control, and above-and-beyond customer service, ICE pledges to deliver the best possible experience from start to finish—including digital.

that’s where we came in.

Before we got to the web design and development phase, we had to keep several objectives in mind:

Create a modern shopping experience.
Consumers come to the website for several reasons: to purchase a new game, to order parts or to find technical support. During the wireframe stages, we had to make sure that the site had clear paths, user-friendly functionality and a unique customer experience to seamlessly lead them to exactly where they needed to be.

Reinvent their online identity.
ICE is an innovative leader in the world of arcade games, so we had to make sure we showcased the brand that way. We used clear messaging and strong imagery throughout the site to emphasize ICE’s product quality, reliability and unparalleled customer service.

Bring the arcade experience to life.
For ICE, designing and developing the website was about more than selling products. It was about selling the experience. That’s why we used vivid colors, photos and videos to capture the real emotions of kids and families interacting with the brand (and the tradition) they love so much.

Want to see how we brought this bad boy to life? Check out our full case study.

Want to learn more about our web design and development process? Connect with us on Twitter @clevermethod.


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