Bringing the Excitement of TBS’s Game Show to Fans Through an Interactive Web Experience

The Cube

My Role

Creative Direction, Product Strategy, UI Design, Animation, Design System, 3D Modeling, Game Design, Lighting

Overview

To generate excitement around the American adaptation of the U.K. game show The Cube for TBS, Dragon Army developed an interactive web game that brought the show’s thrilling challenges to life. Designed to give fans a chance to test their skills and experience the show’s energy, the web game encouraged user engagement and became a buzzworthy part of the show’s U.S. debut.

Awards

2021 Web Excellence Award (Endemic Gaming)

Challenges

The project required a web game that was accessible and optimized for a wide audience, with gameplay that mirrored the intensity and precision of the TV show. The game needed to foster retention through skill-based challenges, while maintaining authenticity to The Cube’s branding and format.

Solution

We created a series of 10 mini-games, each inspired by challenges on the show, designed to test users’ accuracy and timing. Players had to complete each game within a time limit, avoiding errors to progress. To engage both seasoned fans from the U.K. and new U.S. audiences, we included well-known games from the original show, creating familiarity while also introducing these games to a new fanbase.

To enhance engagement, we implemented both Practice and Challenge modes. Practice Mode allowed users to familiarize themselves with each game, while Challenge Mode encouraged competition as players aimed for high scores. This dual-mode approach promoted a sense of excitement and competition, driving users to share the game with friends and family, further expanding the show’s reach.

Delight

To make the web game feel immersive and authentic, all assets were created in 3D, closely resembling the actual set of The Cube. The attention to detail and high-quality visuals brought a layer of realism that resonated with fans and enriched the user experience.

Conclusion

The Cube web game was a resounding success, with over 144K site visits and 280K games played. With an average session time of 7 minutes, the game effectively captured the show’s excitement and provided fans with a lasting, interactive experience that deepened their connection to the series.