To earn respect and credibility, Skate had to overcome its corporate roots with a ‘made by skaters, for skaters’ message. EA gathered over 60 established brands within the game and website environments, like Thrasher magazine and Adidas, to contribute content to the site. Visitors could upload videos from gameplay, and then participate in a gallery where virtual competitors vote, send instant messages, chat and keep a personal profile. New content updated daily kept skaters engaged while cool features like the San Vanelona interactive map and Flickit videos captured registrations.