step right up to the coolest games on earth.
If you’ve ever played Bubble Hockey, you’re looking at the brand responsible for designing and manufacturing the best arcade and coin-operated amusement games in the world: Innovative Concepts in Entertainment (ICE). We were lucky enough to be chosen to promote the Buffalo-based company’s games, parts and services with an all-new, freshly designed website.
family. fun. now.
Before we got started, we wanted to make sure the site accomplished a few things. First and foremost, we wanted to bring the entire arcade experience to life. Our web design and development teams put their heads together to figure out how we could create a modern shopping experience, reinvent ICE’s online identity, and showcase the brand as innovative leaders when it comes to games and parts for family entertainment centers.
game on.
After our initial strategy sessions came the creative phase. We started developing wireframe options that aligned with both our goals and the brand.
After we completed wireframes, we came up with three design options featuring different layouts, color schemes and messaging options. We met with the client and chose a design that ultimately represents what the brand is and what the brand wants to be positioned as.
One of our biggest focuses for the site was functionality. We developed a robust search feature and easy-to-use CMS to create an ideal experience for both of our audience members: customers looking to buy games and existing game owners searching for parts. The customizable search function allows users and distributors to quickly find the games, parts and service information they need. By improving the site’s user experience, we can reduce customer inquiries and allow the ICE team to get back to what they do best—making the coolest games on earth.
the ultimate gaming experience.
Here is where we had the opportunity to capture the thrilling experience kids have when they enter the arcade room. We art directed a photoshoot at Dave and Buster’s and used those lifestyle images throughout the site. Next came the fun part: asset generation.
Aside from lifestyle images, we also focused on 3D asset generation. We partnered with RebelOne Studios to clearly showcase the products while highlighting the features and benefits of every single ICE game. We collaborated with a local production company to capture the fun and exciting experience that every ICE game creates.
Together, we produced 20-second videos to place on major landing pages throughout the site. Each landing page was able to provide a unique customer experience, highlighting different games, players and emotions from each video clip.