For creatives. By creatives. Located in sunny LA, SUPERCRITICAL is an entertainment industry marketing agency that specializes in bringing gaming brands to life. Our company offers solutions made up of a management of your storefront, the supporting of your store in its entirety as well as a merchandising service with custom products. Events you say? We are at nearly all the major gaming trade shows in North America an dEurope handling a booth or real world activation. This, all managed by a dedicated team in order to reach your objectives in the best conditions. Video games are an integral part of the life of many players on earth, SUPERCRITICAL with its years of experience, has learned to innovate and live with the times by always offering more creative ideas through a team of professionals sharing the same passion around the world of gaming. We give brands the assets they need to level up their creative marketing strategies through e-commerce, licensed merch, and immersive activations, because we know that customer experience defines a brand. Whether that means a gamer bragging about a limited edition collectible figure they were able to snag, a mug sporting a favorite team logo, SUPERCRITICAL is committed to helping you build an experience your fans remember for a lifetime.
Following the critical acclaim of A Plague Tale: Innocence, Focus Home Interactive partnered with us to create an online ecommerce store for the limited edition collector’s statue. While the store initially was only focused on the collectible figurine, we later expanded the website to include a variety of apparel and accessories around the game. We built the site’s homepage to easily switch between the in-depth figurine information and the merchandise section. Because the store was primarily based in Europe, we developed a custom localization module to automatically switch language copy on the site at any time, as well as an automatic currency converter so visitors could see USD and EUR pricing. This simple site dedicated to selling the collector’s figurine quickly evolved into a full custom pop up store for A Plague Tale.
With the launch of Dead by Daylight for Nintendo Switch earlier this year, our product development team planned a timed product release for these exclusive DBD Switch cases for the Dead by Daylight online store. We wanted to make sure fans had options, so we developed two different types of cases. One is the Trapper Switch Protective Case: a more light-weight carrying case with a small inner storage pouch. In designing this product, we also included a customized zipper tag too. The other case is the DBD Switch All-in-One Armor Case. This rugged Switch case is more heavy duty, with specialized compartments and Switch cartridge pockets. When developing gaming accessory products for your online e-commerce store, it is important to include accessories for all consoles that your game is available for.
At E3 2019, we worked with Red Pill Vr and Sensorium Corporation to put on a booth that blends virtual reality, music, and dancing into a new social experience. Taking up on of the larger areas of E3’s South Hall, the vibrant lights and dancing was easy spot. Attendees lined up to jump into a digital dance club in VR. Even the DJ and accompanying dancers were fully immersed, dancing and vibing with their VR headsets on. The dancers wore body tracking suits to live stream their movements to all attendee’s VR headsets, and attendees were also given vibration backpacks that helped enrich the experience. The Red Pill VR booth was an early grasp at finding a new way for people to come together and enjoy music, and we were happy to be a part of putting it on at E3 2019. For an in-depth look, check out Red Pill's video walkthrough here: https://vimeo.com/351076625.
At PAX East, we created a larger-than-life model of the Griffon from Guild Wars 2: Path of Fire. Similar to our Final Fantasy XIV Fat Chocobo, we wanted this giant statue to be an experience for fans, as well as a decorative element for the tradeshow. Fans were able to hop on the Griffon and take photos riding atop of it. In creating the statue, we had to be careful about the logistics for getting on, as well as the engineering constraints of making sure it was stable, safe, and accessible. In this epic timelape video, you can see the entire creation of the statue: from the initial steel frame as the base, adding the individual body parts, and painting the Griffon to bring it to life. If you've got an epic monster in your next video game release, reach out to us about doing a giant life-size statue at the next big tradeshow!
Leading game developer, Oasis Games, had a lot to show off this year, so we build them a large scale booth for Gamescom 2019. The featured properties included the new Monkey King game, a mobile One Punch Man game, and Steel Circus. For Steel Circus, we constructed a full 6v6 esports arena for the show attendees. This set up also recreated the in-game goal posts in the booth design, along with custom lighting effects plus a live cosplayer for photo opps with show attendees. We loved creating such a unique space with so many gaming stations for the show attendees.
We built an online merchandise store for Offworld Industries' premiere first-person shooter, SQUAD. We developed a basic starter catalog with a variety of the most popular apparel and goods: hoodies, mousepads, posters, t-shirts, and home accessories. We took advantage of the military aspect of the game by creating camo based designs on items like duffel bags and hats. The game had a large playerbase, so we spoke with the Offworld developers to create some products based on popular in-game and community references ("Praise the Sphere!"). We loved developing this initial product lineup for the store launch, and we are excited to explore more of the IP to create even more products.
You can view the store at owi.gg/store.
Just before launching Dead by Daylight’s online merch store, we premiered a small lineup of products at Pax East 2019. These ended up being a smash hit and are still some of the store’s best sellers to date. Most of the products were based on the game’s Killer characters; so we went with a couple of different aesthetics. Some of the shirts had a hard rock metal art style, and others were based on retro VHS-cover designs. Over the 4-day show, we sold out of much of our stock and generated a lot of hype for the store. It was a great way to test the waters with our designs and get in-person reactions for how fans liked the store products. Trade show activations are a rare opportunity to get a lot of great feedback, and we highly encourage taking advantage of these events for your future store.
Bandai Namco reached out to our Los Angeles gaming experiential marketing agency to assist with the launch of their new horror series, The Dark Pictures. We were tasked with creating an experiential activation to create buzz around the first entry, The Man of Medan. We designed an interactive photo booth activation to encourage social media engagement. This also provided E3 and Comicon-goers with a fun little memento to take home with them: a polaroid picture of them jumping out of their socks. Guests entered the well-lit photo booth and viewed a 4k video behind a 2-way mirror. They are then photographed during a jumpscare, heightened by CO2 cannons, flickering lights and great sound design.
Plushies are an amazing swag or E-commerce item and great way to introduce any in-game asset or character into the real world. Gearbox was prepping for an exciting 2019 PAX East, so we teamed up to design and manufacture Borderlands Bunny Plushies. The design is based on Tiny Tina’s “main squeeze”, her trusty sidekick bunny. We knew Tiny Tina was a fan favorite so her bunny plushie was the perfect item to bring to life. We went through several different designs and prototypes to make sure the plushie had a good feel, weight, and fluff. We can design plushies based on any in-game model to bring your game to life.
Dead by Daylight is a survival horror game developed by Behaviour Interactive. The game features a roster of “Killers” and “Survivors”; the Killer player spends the match trying to capture and kill the Survivors, who in turn must escape and hide. Several of the Killers and Survivor are based on other pop culture horror titles such as Amanda Young from SAW, Ash from Evil Dead, Freddy Krueger, Michael Myers, and many others. With such a large roster of characters, we had a lot of fun in building and designing products for the official Dead by Daylight merch store. We introduced many customizable items based on player’s favorite characters such as perk pillows and coasters. We also tapped into the horror genre for the apparel design, using callbacks such as 80’s-style VHS movie covers.
Interested in purchasing custom gaming chairs? These make a great company gift for any office or development studio. Our custom gaming chairs can have custom colors, embroidered logos, and custom threading. These chairs are designed to be extremely comfortable with padded armrests, rocking functionality, and supports up to 150kg. We can provide excellent pricing on orders over 100 units, with a MoQ of 50 units. These are a lasting investment for both your team’s branding and comfort. Order the standard model on Amazon here. 10+ units get a volume discount.
Modern consumer shopping is all about e-commerce; you need to have an online store to stay competitive in the market. For bigger projects, consider a landing page dedicated to showcasing your product. While our sister company, WAYPOINT, designed and created the We Happy Few Time Capsule, SUPERCRITICAL took the lead in the merchandising, storefront, and logistics of selling the Time Capsule. We designed the landing page to showcase the individual components of the Time Capsule, and linked the embedded store to our warehouse API so that we could manage customer support as well. SUPERCRITICAL is an expert at building and managing e-commerce stores, from initial design until fulfillment.
Not all websites are created equally, and while housing only content is good for some brands, others offer products or services that would benefit from having an ecommerce site customers can purchase from. With an online storefront, brands should be able to list their products, catalogue merchandise, and handle transactions.
The SUPERCRITAL team of graphic designers and web developers built a custom, fully responsive ecommerce website for Nyko to list and sell products. We made sure to keep intuitive UX in mind, while creating an open source CMS that allows their team to track content and sales data.
You can visit the live site here!
In 2019, nWay launched Power Rangers: Battle for the Grid, a 3v3 team-based fighting game with playable characters spanning across the 25-year old franchise. SUPERCRITICAL built and managed the pre-launch website: battleforthegrid.com
The primary goal for the site was to collect and process pre-orders for the various consoles and platforms. We also handled custom support for order placed on the store. Once April came around, we managed the preorder code distribution for each console across nearly all worldwide regions. The website also included live social media feed integrations, character roster breakdowns, and post-launch updates. We loved working on this momentous celebration of the Power Rangers franchise, and we are excited to see what nWay will launch next.
Nothing drives emotion like nostalgia, so when the Zone of Enders team came to us to design a booth for them, we knew this would be a big one to nail! The challenge when working with old school games isn’t trying to bring a new world to life, but creating something that lives up to the hype of fan memories and sentiment.
At a big marketing event like a convention or expo, your booth is a great way to grab the attention of the audience you want to have, and you should utilize every inch of space provide to make that happen. We wanted both original fans of the game, and potential new players to take notice, so we needed a timeless design that could speak to the OG gamers, but also be modern enough for today’s climate.
It wasn’t difficult for us to agree on a VR experience and get to work. Our talented SUPERCRITICAL team of carpenters, designers, and artists came together to design an immersive experience for fans to experience interactive Zone of Enders gameplay right from the showroom floor!
In summer of 2018, we launched Gearbox Loot, a merchandise and apparel site for some of Gearbox Publishing’s biggest titles. Among these included Borderlands, Duke Nukem, Brothers in Arms, Homeworld, and Battleborn. To stand out from other video game merch stores, we wanted to focus on constantly keeping the store alive and fresh. Gearbox Loot featured new collection drops every month, each with a specific theme and limited edition exclusives. Each collection drop also added products to our “always on” catalog. Aside from basic apparel, we included a bunch of custom items like hand painted PlayStation 4 controllers, retro mixtapes, travel bags, and more! In order to broaden the appeal for basic apparel, we worked with a combination of internal designers and freelance artists to launch with a unique variety of apparel designs.
Proper branding should be a part of any company’s marketing strategy, and when that brand involves a mascot, something magical happens. When a character becomes synonymous with the brand itself, it carves new paths for marketing opportunities that don’t necessarily feel like marketing to the fans.
For the release of Final Fantasy XIV Square Enix already had in mind that their E3 activation was going to be for the fans, in the form of a life-size Chocobo statue players could take pictures with or even ride! From start to finish, SUPERCRITICAL handled the entire construction from initial illustrations to full-build fabrication and posing. We even made sure to include textured feathering and intricate paint details, a backdrop inspired by the world of the game, and safety instructions on how to properly sit on the statue. You can check out the amazing time fans had posing with the Chocobo on Twitter at: twitter.com/hashtag/2fat2chocobo
Booths at conventions and expos are a lot like high school lockers. You keep all of your stuff in there, invite people to converse around it, and you decorate it with stickers, designs, and little touches of home. In the same way, the walls and area of your booth are great real-estate for incorporating more branding and marketing. Custom booths can not only help create a bigger and bolder experience for fans, but are also a great way to deck out your area in imagery and branding that helps other potential customers find you in crowded exhibitor halls.
Excited about their PAX booth, Oasis Games came to SUPERCRITICAL knowing they’d need some eye-catching visuals to promote a few upcoming title releases. Our graphic design team studied game assets from Oasis to create stunning images in conjunction with a custom built booth and assembly to help tell the story of Oasis Games to PAX East. The SUPERCRITIAL team also brought in cosplayers dressed as the games’ characters to pose and interact with fans.
Got a breakout character your fans love, or cool logo designs for your game’s different factions? Put them on a T-shirt! Branded merchandise is a great way for fans to simultaneously support and spread the word about your company. We’ll take care of the product design & marketing, manufacturing, promotional apps, and content marketing, ensuring a quality product that your fans know how to find.
It doesn’t matter the genre – fans love merch! Kick back and watch the fruits of your labor roll in as your products fly off the virtual shelves from your own e-commerce store. SUPERCRITICAL will operate your web storefront 100% turnkey, handling the design, development, catalog management, analytics & search, and dashboard.
Opening a storefront is exciting business! But it’s also, business…business, and we know it can be hectic operating a company, expanding to new markets, and maintaining a high standard of quality for the product or service you offer. SUPERCRITICAL manages all of your eccomerce logistics including customer service, payments, security, tax & compliance, and API integration to provide your brand with a seamless, smoothly operating store with no additional work for you.
SUPERCRITICAL understands that on the web, “Content is King”, and there’s no boss we’re too afraid to take on! Our carefully curated and experienced team of web developers, UX/UI designers, copywriters, and creatives are skilled at producing engaging and industry-relevant web content to drive your inbound and content marketing campaigns.
Experience equals emotion, so if you want your fans to have strong feelings about your brand, you better give them an experience they won’t forget! Creating a one-of-a-kind, totally immersive experience for your fans not only associates your brand with good memories, but it also motivates them to organically spread the word of your company. SUPERCRITICAL creates cosplay props & weapons, custom booth constructions, and audio-visual projections to create immersive worlds for your fans to revel in.