A 2-HOUR LIVESTREAM EXPERIENCE TO CELEBRATE THE DIVERSITY OF YOUTUBE’S RICH GAMING CULTURE

→ ORIGINAL CONCEPT
→ VISUAL IDENTITY & BRANDING
→ LIVE SHOOT PRODUCTION
→ DESIGN & ANIMATION
→ POST PRODUCTION
→ GAMIFICATION & INTERACTIVITY
→ MARKETING ASSETS

Following the success of YouTube’s Escape2021 live event, Entropico embraced the opportunity to produce another interactive, live experience in 2022. The objective? Foster the global gaming community and reward the creators who make YouTube, YouTube. We created the visual identity, marketing campaign, collaborated with YouTube Creators on original content, produced our own games and blended all of these elements together to create a truly interactive online event.

→ Over 8 million streams in under a week
→ 38,000+ comments per minute in chat while live  
→ 95% positive sentiment (beating our benchmarks of 60%)
→ 1300% increase in organic traffic versus internal spotlight benchmarks

Watch the full show HERE.

THE APPROACH

We created a custom gaming multiverse loaded with interactive challenges hosted by the creators. A place where fans worldwide were invited to play together by using the interactive live chat to determine the path of the story. Users were encouraged to choose who they wanted to win, impacting the outcome in a number of the segments. Real-time chat highlights put the fans in the spotlight, empowering viewers to feel like they were a part of the action.

THE BRANDING

We used a vibrant palette of blues, greens, black and grey to reflect contemporary 3D, gaming and fashion trends. The palette reflects a modern and bold excitement while also tying into the overall feeling and direction of the experience. The key advantage is that each hue had enough contrast to be visible over every other colour, empowering us to explore a variety of visually-arresting colour combinations within an execution.

VISUAL LANGUAGE

We used a plus sign as a recurring motif throughout our design and branding as a nod to the directional pad on gaming controllers and other gaming interfaces. Also, as a choose-your-own-adventure experience, the directional pad put the users in control of the experience’s outcome. When it came to the animation, driving hype was key. So, we treated much of the movement and editing to capture the energy and excitement of an electronic music festival.

THE PROCESS

To bring this complex virtual world to life, Entropico assembled a cross-functional team across the Los Angeles, San Francisco and Sydney offices to lead the strategy, concept, design, animation, production and post-production of the stream while working closely with the YouTube team and 5 additional agencies.

A high-level production demands high-level tech. Partnering with XR Studios in LA, the team utilised Unreal Engine to craft a series of virtual sets, which were then fed into the LED volume. This allowed the crew to capture talent in each virtual set, in real-time – providing next-level flexibility when shooting the multiple outcomes of every challenge.

THE CAMPAIGN

Alongside the production, Entropico delivered bespoke branding for the YouTube: Game On multi-channel campaign. Our suite of high-performing assets were used across OOH, on-platform and off-platform media positions, launching with a hero takeover in Times Square, NYC.