With this year's Black Ops II launch, Call of Duty has become one of the highest-grossing entertainment franchises ever, with a following of over 30 million gamers. The goal of Call of Duty Elite is to provide a service that extends a player's game experience throughout the Call of Duty series. Elite achieves this by providing meaningful player data, a social network for players and clans, a second-screen experience during gameplay and endless amounts of Call of Duty content.

Published
August 2012
Topics

The Story

With this year's Black Ops II launch, Call of Duty has become one of the highest-grossing entertainment franchises ever, with a following of over 30 million gamers. The goal of Call of Duty Elite is to provide a service that extends a player's game experience throughout the Call of Duty series. Elite achieves this by providing meaningful player data, a social network for players and clans, a second-screen experience during gameplay and endless amounts of Call of Duty content.

We were inspired by gaming culture and employing technology to develop something that people can use to be creative. As an ad agency, we had to keep reminding ourselves that we were never making an ad. We were making the tools for other people to make ads. It’s a videogame version of a commercial-maker. What was most exciting about this project is that we didn’t know what people were going to do with it. There were, literally, trillions of permutations of what a commercial would look like.

The Technology

The Results

Elite provides features a player can use during and away from the game on mobile and web. Direct integration points within the game allow each player to modify "custom classes" – sets of weapons and perks – that players can use during the game straight from their mobile devices. Game matches can now be streamed live directly onto a personal mobile device, giving players ultimate access to content on the go.

.06

gigabytes of data used

11

team members working on this project

5

total cups of coffee drunk

Launch Date May 2, 2012