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Case Study & Process


◆    Competitive esports players

◆    Cross-generation gamers: baby boomers, millennials, and generation X, Y & Z

◆    Both females and males

◆    Online audience



The IOC, International Olympic Committee, has been discussing the possibility of integrating esports, electronic sports, into the Olympics to engage younger generations. Adding esports would open up new revenues with billions in profits from sponsorships and welcoming new audiences of over 320 million globally.



Create an exciting brand for an Olympic event to help bring people together from different disciplines, communities, cultures, and generations to encourage the true spirit of the Olympics that fosters healthy competition, camaraderie, and sportsmanship.



Create a feasible esports brand as an Olympics event. During my approach with this challenge, I asked myself a few questions and answered them:

1.    Will there be sufficient funding, sponsorships or financial assets to support this event?

2.    What is the demand like? Will it be popular? Will it have a large following and viewership?

3.    Would people want to participate, watch, and get involved?

4.    How can I include different generations of gamers?



First step was to research and understand how the Olympics operated and their criteria for a widely accepted and successful Olympics event:

1.    Firstly, I wanted to create a branding that showcases a variety of opportunities and practices the organization could apply. My approach to this project started from a more corporate perspective. I aimed to create a large and diverse event that could provide easy exposure and intrigue.

2.    An online presence would be paramount as a mean to connect with the younger generation. I wanted to shift my focus to improve how the Olympics could engage online by applying innovative trends. With the current advancements of VR technology and the popularity of live streaming platforms, it allows people to watch and participate at their convenience from any place and on any device.

3.    It was through product design that I saw commodities as a way to bring people of all distinctions together. Food is a common denominator for any sports culture and custom.

4.    I also wanted to embrace different generations of gamers by recreating visual effects and aesthetics that pulled from both newer and older games and trends from the late 1990s to 2000s.

In conclusion, Wired embraces technological trends with retro gaming aesthetics to shorten the gap between generations. Merging customs from traditional sports and gaming culture bring more people together and engage people online in a way that hasn’t been done before.



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