Our concepts for racing game specialist Eutechnyx blur boundaries in the new social gaming landscape.
  • START WITH
    THE VERBS
  • VERBS AT
    PLAY
  • STYLE IS
    SURFACE

START WITH THE VERBS

A free-to-play business model for a new game required Eutechnyx to stretch beyond traditional hardcore racing gameplay. Our user experience strategy and visual concepts describe a new hybrid interactive property to achieve their business objectives.

How do we make our users
pay for virtual goods?

How do we attract an audience
beyond hardcore racers?

  • Collect

    Users curate their own collection of cars, avatars, accessories, and environments.

  • Customize

    Users express their individuality by customizing in-game assets and generating novel new designs using simple tools.

  • Flaunt

    Collections are created to be flaunted. Opportunities to flaunt off the racetrack are absolutely essential.

  • Communicate

    Users communicate and connect with each other, with brands, and with the larger automotive and motorsport worlds. It’s a community.

  • Compete

    Through races and other events, users can compete their way through achievement systems. ACR has racing and non-racing superstar users.

  • Watch

    Users can spectate (and communicate with their ACR community) at events of interest to them. They can also keep up on the activity in ACR by watching various ACR and user-generated videos.

VERBS AT PLAY

The concept development process puts verbs and user personas to work
in the service of defining both specific functionality and look-and-feel.
Semi-realistic views of the product in “use” allow project stakeholders to
evaluate alternative user interfaces and prioritize functionality.
Eutechnyx knows racing. Our concepts focused on fleshing out ideas for
the critical social and shopping experiences.

  • Flaunt
  • Collect
  • Communicate
  • Customize

MY AVATAR IS HOTTER THAN YOUR AVATAR

STYLE IS SURFACE

What’s stylish or appealing is determined by personal taste. Colors, imagery, typefaces... they are all just visual codes matched to specific sub-cultures. But a good structure: that’s universal. It’s the difference between the skeleton and the skin.

A theme system allows users to pick the visual appearance most compelling to them.

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