Hammers Bubble Shooter
- Brand
- West Ham
- Year
- 2023
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Drimify
Objective
West Ham United built the game to launch the club's 2023/24 Anthem Kit, whose bubble-print pattern nods to the terrace anthem "I'm Forever Blowing Bubbles." Rather than just show the shirt off in a banner, the club turned its own pattern into a game fans would actually play, using it to drive mass engagement around the launch and to capture supporter data for future marketing.
Solution
Fans open the game from a campaign page on whufc.com or a tab inside the official West Ham United app. A cannon sits at the bottom of the screen, and the player aims and fires bubbles upward, matching three or more of the same kind to clear them from the board. Landing a high score pushes the player up a live leaderboard shown alongside the game, with a spot in the top 50 earning entry into a prize draw for a West Ham shirt. Chasing that ranking is what kept fans replaying the game session after session.
Results
43,313 fan participations and 25,797 leads captured for future marketing campaigns, with a 74% engagement rate and an average session length of 3 minutes 14 seconds.
- 1
The game sits on West Ham United's kit-launch landing page next to a leaderboard, and also runs as a tab inside the club's official app; to join the leaderboard and enter a shirt prize draw, players submit their contact details.
- 2
The board opens with a dense cluster of bubbles colored in the club's 2023/24 home, away and goalkeeper kit variants, each one stamped with the crossed-hammers crest.
- 3
A cannon at the bottom of the screen is aimed with a finger on touch or a mouse on desktop, guided by a targeting line, and the color of the next bubble is shown in the chamber before it fires.
- 4
Firing a bubble to join three or more of the same color pops the group, clearing part of the stack and scoring points.
- 5
Every 30 seconds a new row of bubbles adds to the top, pushing the whole stack lower and raising the pressure.
- 6
A round ends when the bubbles reach the bottom of the screen, costing a life or level.
- 7
Scores post to a shared leaderboard beside the game showing each player's rank; landing in the top 50 enters the player into a draw for a new West Ham shirt, which draws players back to replay for a better placing.
