Gear Up. Game On.
- Brand
- MSI
- Year
- 2022
- Objective
- Product Launch
- Industry
- Tech & Telecom
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- Lostmechanics
Objective
MSI wanted its 2022 peripherals line — the Clutch GM41 mouse, Vigor GK71 Sonic keyboard, and Immerse GH50 headset — to be felt rather than read as a spec sheet. Speaking to gamers, the brand turned each product's core selling point into something playable, aiming to hold attention far longer than a normal product page and to draw entries into a prize giveaway.
Solution
The experience opens in a dark, browser-based 3D showroom that unfolds as the player scrolls. Each of three scenes belongs to one product — the mouse, the keyboard, and the headset — shown up close with short callouts on what makes it stand out, before handing over a skill challenge built around that trait: a precision test for the mouse, a reaction test for the keyboard, and a rhythm test for the headset. Clearing each stage adds to a running score, and at the end that score sets which prize tier (Level 1 to 3) the player unlocks, lands them on a leaderboard, and gives them a result they can share on social media.
- 1
The experience opens with a 3D loading screen, then a title card reading "Gear Up. Game ON" with a single entry button that drops the player into the scene.
- 2
Movement is scroll-driven: scrolling carries the player through a real-time 3D showroom from one product station to the next, with an on-screen prompt to keep scrolling.
- 3
Each of three showroom stops presents one MSI peripheral — mouse, keyboard, headset — rendered in 3D with short callouts on its specs and selling points.
- 4
Cinematic camera moves bridge the product stops, orbiting and assembling the showroom before handing off into a mini-game tied to the product just shown.
- 5
The core loop is three skill-based mini-game stages, one per product, each testing a different skill: precision, reaction speed, and rhythm.
- 6
Points earned across the three stages combine into a total score, which sets the prize tier the player unlocks.
- 7
A results screen shows the tiered prize pool and winner counts per level alongside the campaign's run dates.
- 8
Players can share their result on social media, and the page also displays a table of winners from the completed giveaway.
