• Mobile Game Microcopy

    and Story Narrative

    Asteri.io was tasked with creating a mobile game based on Creata's popular toy IP, Gobsmax. I was the lead content designer for the game's development, creating the story narrative from the ground up as well as crafting all the in-app microcopy.

    Team: Asteri.io (Shreveport, LA)

    Date: April 2018 - Dec 2019

    Role: UX Writer / Narrative Designer

     

    Collaborated With: Creative Director, Lead UX Designer, VP of Product Management, Game Development Team

    Tools Used: Adobe Photoshop, Office Suite, Google Suite, Unity

    Challenges:

    • Narrative Design: Draft a story narrative based on a preexisting toy IP
    • UX Writing: Write in-app microcopy that is tailored to target game users (children aged 12 - 16 and various adult groups)
    • Ensure tutorial popups and UI element copy were clear and concise while still being fun and matching the game's tone and voice.

     

    Deliverables:

    • Story Narrative documents along with World Bible (Content Guide for all characters, world elements, color combinations, powerups, etc.)
    • Full tutorial microcopy
    • Style Guide for game popups and instructions
    • UI microcopy for in-game menus and selection screens

  • Game Tutorial & In-Game Help Content:
    Design Challenge Workflow

    Asteri develops games based on user feedback, even in preproduction stages. Everything from the environments, to art design, to game mechanics was determined based on user feedback and data. Since users were so in-tuned with the design, it was important that any tutorials or in-game microcopy be aligned with the design and not cause friction or user drop off.

  • 1

    Background / Challenge

    Business Goals:

    • Create a tutorial that met user expectations without bogging down game play
    • Keep users engaged during tutorial popups and with various help texts
    User Goals:
    • Tutorial and help content should be engaging and informative for all users, from casual to heavy gamers
    • Reduce friction and user frustration throughout gameplay while still highlighting the games unique features
    2

    Approach / Solution

    • After conducting user research through surveys and A/B testing, our team determined that a launcher style mechanic  (like Angry Birds) was the gameplay type that users were most interested in
    • Our onboarding tutorial and other in-game help content would be familiar to users, so in order to avoid them skipping through help or ignoring popup text entirely, our design and microcopy must quickly showcase our game's unique features while still reviewing the familiar mechanics in an engaging way so users didn't hit friction points later on in the game
    • The help content and the narrative story design also had to work in conjuction with each other in order to provide users an immersive experience across the game
    • Using the narrative story design for inspiration, I created unique microcopy that worked for in-game mechanics and features that would resonate with users but were also concise and easily understandable/accessible across age groups or language speakers
    • Collaborating with the game developers and designers, we crafted the final tutorial with my microcopy added to on-screen elements that together best explained the correct way to use game mechanics/features
    3

    Data / Results

    • Over 10k users have downloaded the Gobsmax Galaxy game from the Google Play store
    • User reviews mention transition and smoothness of gameplay as a plus
    • Rentention rates for continued gameplay are above or equal to the same numbers as comparable games
    • Many users also note the originality of the upper level where the story elements are more incorporated with the game mechanics as well as help content

  • IP Story Narrative:
    Design Challenge Workflow

    The Gobsmax Galaxy Game was created from the IP of Gobsmax, a popular children's toy. The toys, smashable characters, came with names and team designations but beyond that, there was no story to accompany those characters. I was tasked with creating the backstory and origins that would be the driving force behind the game's story.

  • 1

    Background / Challenge

    Business Goals:

    • Utilize the existing teams and characters in an organic and fun way
    • Create a story that could enhance our client's IP
    User Goals:
    • Craft a narrative that fit seamlessly with the game features and mechanincs in development
    • Create a fun and immersive world for a toy that was already popular among five to twelve year olds
    2

    Approach / Solution

    • While much of the game such as environments, art style, mechanics were determined by user surveys and data, the story needed to be crafted from scratch
    • Using the idea that some of the "gob" toys were good while others were bad, I built a scifi-based backstory where the bad gobs wanted to take over the good gobs' galaxy
    • The story also needed to include a reason for the special powers that each gob character possessed that players would utilize during gameplay
    • After brainstorming with the lead game designer, we decided to focus on those 'star powers' and they became the reason the bad gobs wanted to invade the galaxy
    • This fit in perfectly with the game's levels, where players would have to rescue the other gobs from the bad ones and steal back the star powers
    • I worked closely with the lead game designer to come up with in-game terms and naming that fit with the world building and together, we ensured that each world was based on the existing IP's teams and the levels within the worlds reflected the overarching narrative story
    • Part of my responsibilities also included writing dialogue for the various characters and building out the characters' personalities within the UI so that each gob was unique and would be part of the collections that players would strive to complete
    3

    Data / Results

    • The founder of the Gobsmax's parent company, Creata, approved the story on all parts and really liked the addition to the IP
    • The Creata marketing team incorporated the story into all of its game materials and also included it in promotional materials for the toys as well
    • The narrative story was highlighted on the main game website
    • The story has also helped to set the game apart from other launcher games, especially in the upper levels where more of the narrative and backstory was included in the level design and game mechanics

  •  

    Scroll through the images below to view delivered tutorial popups, UI screens, and story narrative elements.

  • By the numbers:

    130

    Average players per day during game beta testing phase

    2x

    Higher rentention rate than comparable games on day 7

    10k+

    Downloads from Google Play Store

Cookie Use
We use cookies to ensure a smooth browsing experience. By continuing we assume you accept the use of cookies.
Learn More