World Domination
View the case- Brand
- Metal Mulisha
- Year
- 2011
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- App
- Agency
- RobotINK
Objective
Metal Mulisha is first and foremost an action-sports apparel and lifestyle brand, and the app was its way into mobile as a new channel to reach fans directly under its own name. Timed to launch alongside the iPhone 4S, it became the brand's first standalone app-based entertainment product, pushed out through its website and social channels. Building the game around player-made tracks that everyone else could ride tapped into the community-driven spirit of the FMX scene, where the audience itself supplies the content.
Solution
Players pick one of four environments — Brian Deegan's home compound, a desert course, a stadium, or the post-apocalyptic Metal City — then take a motocross bike down the run, popping wheelies, launching off jumps, and chaining freestyle tricks for points: backflips, frontflips, double flips, and signature moves like Rock Solid and Kiss of Death. Outside of riding, players can open a track editor and build their own course inside the same environments, placing metal, wood, and dirt ramps and obstacles, stacking and rotating them until the layout works. Publishing a finished track puts it out for other players to ride, so a session ends either with a new high score on someone else's design or a homemade track set loose on the rest of the player base.
Results
The game reached the top 10 of the Racing category and the top 200 of the overall Games category in the iOS App Store.
- 1
The player buys World Domination from the App Store for $0.99 and chooses one of four built-in tracks: Brian Deegan's compound, a desert course, a stadium, and the post-apocalyptic Metal City.
- 2
On a track, the player rides a motocross bike, building speed and popping wheelies before launching off ramps into big airs.
- 3
Mid-air, the player pulls freestyle tricks — backflips, frontflips, double flips, rock solid, kiss of death, lazy boy, and others among ten total moves — chaining them into combos.
- 4
Tricks and clean landings earn points, and the goal of each run is to rack up the highest score possible.
- 5
Outside of riding, the player opens a track editor, picks an environment to build in, and assembles a custom course from metal, wood, and dirt ramps and objects, stacking and rotating pieces in any combination.
- 6
The player publishes finished tracks to a shared, community-built library and can ride and score on courses other players have built, extending play well beyond the four default levels.
