Star Wars Arcade

Objective

Disney EMEA partnered with Goodboy Digital to introduce the Star Wars franchise to a new generation of players through browser-based gaming, proving that HTML5 technology could deliver experiences competitive with native apps. The campaign served Lucasfilm's strategic goal of validating HTML5 as a viable platform for high-quality interactive entertainment.

Solution

A multi-game arcade hub featuring three distinct games: Team Tactics (a physics-based puzzle platformer with three protagonists using unique abilities), Yoda's Jedi Training (an endless runner set on Dagobah), and X-Wing Fighter (a side-scrolling shooter with parallax effects). Players earned a global token currency across all games to customize personalized Star Wars-themed rooms and collect achievements. Built with HTML5, WebGL, and PixiJS, the arcade was accessed through a custom browser interface and tied to physical promotional events across four locations, culminating aboard an Imperial Star Destroyer.

Results

The Star Wars Arcade project became one of Disney EMEA's most successful promotional games releases. No quantitative metrics regarding player counts, engagement time, or reach were disclosed.