Cannes Lions
NOMADS AGENCY, Amsterdam / GUERRILLA GAMES / 2014
Overview
Entries
Credits
Execution
For the first time, players can set rules and gameplay away from the PS4 console via the interactive online platform, shadowfall.killzone.com. Using their PC, mobile or tablet, they can try different combinations of weapons and ability levels. They can select their own warzones and game structure. They can manage teams, or ‘clans’, by inviting members and monitoring progress. They can even use their device to launch the game. Players can also keep an eye on their performance using their personal profile. And they build relationships as a community via a live PS4 activity feed to share news and achievements.
Outcome
Since launch,over 2.3 million copies of Killzone: Shadow Fall have been sold. Killzone.com properties have also seen a double digit increase in traffic. The community feedback system, feedback.killzone.com, is also active and being used by developers to improve the gaming experience. But perhaps the clearest illustration of shadowfall.killzone.com‘s value is its role in extending the game’s lifespan. For instance, players can create and manage their own clans, using the website’s tools to author and combine content. New features like this appear on the site before arriving within the game, fostering an intimate relationship between gamers and the Killzone universe.
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