2K Games

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Mafia III Pre-Sale Marketing Site (Spring 2016)

Ignition Creative, renowned for its innovative print and trailer campaigns for major motion pictures, ventured beyond its traditional expertise to develop an ambitious Single Page Application. This project pushed the agency into uncharted territory, as web development presented unique challenges compared to their core competencies in Print and Video.

As a User Experience Engineer, D.B. was recruited by Digital Director Monica Cristopher (requested by name) to join a lean engineering team tasked with delivering a high-stakes, pre-sale marketing site for AAA video game title, Mafia III.

Facing new digital leadership, an unfamiliar technical stack, understaffed teams, and tight timelines, the project demanded rapid adaptation. D.B. played a pivotal role in streamlining communication, resolving weeks-long bottlenecks between in-house and client teams with a single 60-second phone call, ensuring a clear path to delivery.

Key Challenges:

Complex ecommerce pipeline integrating with numerous global online storefronts
Compressed timeline, including a herculean 35-hour shift to meet deadlines
Multi-lingual support and internationalization
Age-gated content (MA rating)
Asset-heavy design

Technical Stack:

Foundation for Apps (Responsive Front-end framework)
Fancybox, Font Awesome, Owl Carousel
CSS Filters, Flexbox, Media Queries
Grunt.js, Node.js, NPM
AngularJS

Delivered:

A feature-rich, responsive, and reliable Single Page Application with a seamless user experience, cross-browser compatibility, and robust performance.

Outcome:

MAFIA III became 2K Games’ fastest-selling title of all time (November 2016), with the pre-sale marketing site playing a critical role in its success.