The Next-Gen Gaming Club
ABOUT THE PROJECT:
For the last few years, e-Sports have become a multi-million dollar industry looking to attract the best talent worldwide. This has led to the development of training facilities where gamers can improve their abilities looking forward to becoming professionals or simply be the best amateur players they can be. Prodigy Gaming Club was a training facility for amateur gamers in Madrid.
Our challenge was to understand the e-Sports culture worldwide, looking for insights that allow us to create a complete brand strategy & identity, as well as to develop the spatial design that reflects the latest trends for gaming centers.
The project began with an in-depth research process, aiming to understand the rise of the e-Sports culture: how gaming has changed its meaning for different generations, and, most importantly, how gamers today embrace the latest techniques, facilities, teams, and equipment to become elite athletes.
Additionally, we conducted a market research at national and international level, interviewing experts in the field, from Pro Gamers, Sport Psychologists, Coaches, and Top game developers to understand the growth of e-Sports and the place it has inside the Spanish market, giving us a clear perspective and potential business opportunities for our client to pursue.
After identifying our value proposition and business opportunity, we worked closely with local amateur gamers, and game developers to create the ultimate training facility. With their input, it was possible to identify common interior design mistakes that one often finds in these spaces.. Mistakes that affect the players during their gaming sessions, resulting in a not-so-good customer experience.
The outcome was a holistic experience starting with a brand identity that resonated with gamers and invited them to embrace the brand as their own; a space designed to be the ultimate training ground, equipped with the best technology and distribution to help amateur gamers improve their skills, as well as giving them the feeling that Pro-Players experience in their training facilities.
And last but not least, we designed with the client a service that took into consideration their clients’ needs, guaranteeing the best experience for amateur athletes in Madrid.
