Starr Park CCTV
Award: Wood Pencil
Wood Pencil / Gaming & Virtual Worlds / Brand Experience / 2024
For Brawl Stars' 5th anniversary, we launched a six-week interactive scavenger hunt, allowing players to explore the game's backstory via a CCTV Security Room simulation of Starr Park as it was in 1995. This immersive in-game experience featured live footage from 54 cameras & 30K park patrons within a virtual park built in Unreal Engine. Players investigated the park's transformation into a battleground via animated story drops, mysterious journal entries, & voicemails. CCTV attracted 89M visits, significantly boosted community engagement, and led to the highest player numbers in three years.
What did the judges have to say?
Gaming culture thrives on building lore, often created collaboratively by fans beyond the game itself. This occurs in social platforms like Discord, Reddit or YouTube, where fan theories are shared and sometimes influence the game's storyline, becoming what gamers call 'canon'. This is the insight behind Starr Park CCTV. Fans can explore CCTV footage from the park dating back to 1995, evoking nostalgia. What's truly impressive is the real-time generative content powered by Unreal Engine, provoking fans to make their own discoveries and theories. Starr Park CCTV distinguishes itself by encouraging communities to contribute their own content, fostering a continually evolving lore that shows no signs of slowing.
Joey David Tiempo, Founder & CEO, Octopus&Whale
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