Visa created an immersive, pixel stream, mobile gaming experience called ‘Visa Freestyler’ to celebrating women’s football and enhance its FIFA 2023 Women’s World Cup global activation programme.
Developed in harness with Sydney based creative studio T&DA, ‘Visa Freestyler’ is an interactive football juggling/keepy-uppy game: powered by Meta’s Infinite Window technology, it provides a fun way for users to showcase their ball control and tricks.
It challenges users to show off their skills and compete international to become champions through simple yet challenging gameplay based around quick adaptation and rhythmic precision: players are simply to ‘swipe with style to unleash mesmerizing tricks and earn points to climb the ranks’ with memory being the key to success for players wanting to unlock new moves and flawlessly repeat them at set intervals while keeping the ball bouncing.
The global gaming experience both supports women’s football and enables players to choose to represent stars from four different nations (including Matildas’ star Ellie Carpenter) competing in the tournament which is being co-hosted by Australia and New Zealand between 20 July and 20 August.
Players are encouraged to join the game and challenge friends to beat your high score by simply scanning the QR code to play on a smartphone through a promotional, social-first campaign running primarily across Visa’s own channels.
“We were looking for a unique way to present a fun game that relates to soccer, but has never been done before,” explained T&DA Executive Director Tyrone Estephan. “‘Visa Freestyler’ is not generic or a retro pastiche; what we’ve created is a highly original game, combining motion capture technology with a seamless pixel streaming experience.”
T&DA Creative Director Ray Leung added: “We are very proud of this one, creatively so and also due to the groundbreaking nature of providing an experience usually only found in downloadable apps”
The initiative was briefed in by and created for a team at client Visa which included Senior Brand Manager Aaron Yang, Senior Director of Media, Digital and Data APAC Sarah Louise Potter, Senior Director of Marketing Alex Khoury and Creative Strategist (Meta) Lucy King-Griffin.
The team which put together and promoted the gaming experience at agency T&DA included Executive Director Tyrone Estephan, Creative Director Ray Leung, Game Developers Sean Simon and Jade Barton, Animator Lars Magnus Holmgren, Motion Capture Performer Susan Sohar, Producer Malinda McGuire and Designer Luke Carvell of New Holland Creative.
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This gaming initiative builds on Visa’s core FIFA 2023 Women’s World Cup activation programme which is spearheaded by a campaign called ‘Behind Every Number’ in host nations Australia and New Zealand.
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