Fate / Grand Order Mobile Game
Event and Promotion Design
About: Fate/Grand Order is a popular mobile game that lets you summon powerful heroes from history and myth to battle for the Holy Grail. With its unique gacha system and immersive storyline featuring characters and events from the Fate universe, FGO offers a challenging and rewarding gameplay experience that's both visually stunning and rich in lore. Fate/Grand Order (FGO) is developed by the Japanese company Type-Moon and published by Aniplex.
Project Overview
As a Senior Graphic Designer, I played an integral role in the successful launch and sustained promotion of the Fate/Grand Order mobile game to audiences in Australia and New Zealand. Collaborating closely with Aniplex of America, the IP owners and publishers, I worked within their brand guidelines to conceptualise, develop, and execute a dynamic marketing and promotional campaign that spanned over two years. This initiative was designed to engage fans across multiple touchpoints, ensuring a robust and immersive experience for the local audience.
Digital Marketing and Social Media
The campaign prominently featured a digital-first approach, where I designed striking social media banners, headers, and promotional graphics to elevate the game’s online presence. These assets helped create a cohesive and engaging digital identity, driving awareness and engagement across various platforms. Additionally, I created and managed prize competitions that encouraged fan interaction, boosting audience participation and fostering community engagement.
Event Design and Execution
I spearheaded the creative design for Fate/Grand Order fan events, delivering immersive and visually striking booths that served as centerpiece attractions. These events were meticulously crafted to bring the FGO universe to life, offering fans unforgettable experiences that deepened their connection to the game.
The highlight of these fan events was a special interactive timed event that allowed attendees to summon the same in-game heroes in real life, mirroring the core gameplay experience. This unique activity created an engaging and immersive connection between the digital game and its physical counterpart. Fans participated with great enthusiasm, and winners of the timed summoning event received world-exclusive merchandise that was not available anywhere else, adding an element of exclusivity and excitement to the event.
360-Degree Fan Experience
Beyond the interactive timed event, the fan experiences were elevated with a range of carefully planned activities. These included cosplay meetups, where fans had the opportunity to showcase their creativity and share their passion with the community, and guest appearances by renowned voice actors, who brought the game’s beloved characters to life through live performances and interactions.
Adding to the immersive atmosphere were special mascot and prop displays, which became iconic centerpieces of the events. These larger-than-life displays not only enhanced the visual appeal of the booths but also served as perfect photo opportunities, further cementing fans’ connection to the Fate/Grand Order universe.
This thoughtful blend of interactive activities, creative design, and exclusive rewards culminated in a truly 360-degree fan experience that celebrated the rich world of Fate/Grand Order. By offering fans a tangible and immersive way to engage with the game, the events helped solidify the franchise’s reputation and foster a passionate and dedicated community in the Australian and New Zealand markets.
Merchandise and Giveaways
To deepen fan loyalty and provide unique opportunities for engagement, I designed exclusive merchandise and giveaways tailored specifically for Australian fans. These items included high-quality, limited-edition collectibles that resonated with the game’s audience and helped solidify Fate/Grand Order’s reputation as a premium gaming experience. These efforts not only enhanced fan excitement but also created lasting connections with the FGO brand.
Cinematic and Streaming Tie-Ins
The promotional campaign extended to tie-in initiatives for associated cinematic releases and streaming launches. I collaborated with stakeholders to ensure that the branding and promotional materials aligned seamlessly with the Fate/Grand Order universe, creating a unified and cohesive message across multiple media platforms. These efforts reinforced the franchise’s appeal and expanded its reach within the region.
Impact and Results
The multifaceted marketing and promotional campaign I helped deliver successfully elevated Fate/Grand Order’s presence in Australia and New Zealand. By blending creative vision with strategic execution, I contributed to building a passionate and dedicated fan base while showcasing the game’s unique appeal.
84%
Of survey attendees rated the experience 4.2 out of 5
54%
Increased awareness of FGO amongst surveyed attendees.
24%
Download and conversion of casual / new players.
48%
First-time exposure amongst surveyed attendees