We conceptually wanted to see how much UI of the mobile game Clash Royale could be tweaked in order to be culturally relevant to the popular summer “Matsuri” holiday in Japan.
As a conceptual moonshot project, XAMA explored how much UI of the mobile game: Clash Royale could be tweaked for cultural holiday events in the most impactful manner.
As a test, we took on the popular “Matsuri” summer holiday as our example as it is filled with recognizable and familiar imagery to the Japanese audience.
By swapping out a few UI elements, color codes, and particle effects, we would give a delightful surprise and experience to the Japanese player.
Keeping culturally relevant images within narrative moments like the Gachapon ensured the actual game was uninterrupted and consistent with everyday play.
The experimental concepts displayed a way to impfactfully embed holiday celebration within marketing and product for one territory.