Meta - Facebook Gaming
Creative Direction + Branding + Visual Identities + Physical and Virtual Events + Activations + Video and Social Campaigns + Marketing Collateral
Facebook Gaming - Brand Refresh
Refreshing Facebook Gaming’s Design system to drive visual cohesion in the way it shows up across gaming audiences and bring Facebook Gaming into alignment with the broader Facebook app Brand Design System.
THE FACEBOOK GAMING ECOSYSTEM
We deliver immersive and engaging social experiences that build community around games on Facebook — whether that means discovering or playing games, watching gaming video, or connecting with others around games. The Facebook Gaming ecosystem consists of a thriving community of consumers, creators, developers, and advertisers — and our design system is intended for use across all our audiences.
The Facebook Gaming brand system is rooted in a shared love of gaming:
Gaming unlocks a whole spectrum of emotion — it’s about a journey to joy. To game is to feel: from the stomach-turning tension of the final game to the pride of a big team win, from the surprise of discovering a new co-op partner to the determination sparked by a second-place finish. Facebook Gaming sits at the intersection of this, amplifying the expressive emotions of gaming communities in all their glory and allowing you to play, watch, connect, and create.
We celebrate this emotional spectrum throughout our design system. Regardless of the project or its context, our Facebook Gaming designs should always be rooted in three core behaviors:
Emotive: Our design system amplifies the emotions felt during the journey to joy.
Real: Always honest, we speak with clarity and represent the full gaming experience.
Inclusive: We celebrate the real users and the collective individuality of our community.
The Facebook Gaming design system is based closely on the design system of our parent brand, Facebook, and its strategic belief that Facebook is humanity's shared canvas, giving everyone the power to come together and create unlimited possibilities.
Facebook Gaming Creator Summit 2021
The First International Event for Facebook Gaming Creators
The Creator summit was the first international virtual event targeted to gaming creators across NA, EMEA, LATAM and MENAT. It was broadcasted simultaneously in 4 different languages (English, Spanish, Portuguese and Arabic) to 7 Facebook partner groups, where creators had a fully localized experience guided by a local caster.
This innovative international approach enabled creators from different regions to interact and play together for the first time, without any language barrier. The event had a structure similar to the Olympic Games where there is only one major event but each country watches it in its own language, guided by a local host.
NARRATIVE: The event took place inside closed Facebook partner groups where creators were immersed in the Neon City, a virtual environment created exclusively for this event. In the Neon City, creators from all regions had to gather resources to build a spaceship as a team. This was a representation of Facebook Gaming platform where creators are building it together.
GAMIFICATION: To ensure engagement throughout the virtual event, multiple gaming moments were integrated to provide a fun, immersive experience. To build the spaceship, creators had to gather resources commenting with specific hashtags. The resources were used to build the spaceship piece by piece on-screen, in real time. To further engagement throughout the event, creators participated in games where they had to collaborate against the neon city’s robot bosses to gather more resources. At the end of the event, each region's most engaged creator was brought on screen to participate in the final race to decide the pilot of the spaceship, in order to win special prizes.
Facebook Gaming Women’s History Month Campaign
Celebrating International Women's Day, Facebook Gaming launched a global video series that showcases female creators on Facebook Gaming. This series dives into empowering stories from female creators who have transformed their love for gaming into a successful career, showing the challenges women face in the gaming industry today and despite these obstacles, how they are able to continue their passion in gaming and grow a strong and supportive community.
THE STORIES
Patty Meza I Mexico
At a young age, Patty Meza was constantly reminded that video games are for boys, but when she discovered streaming she never looked back. She shares her aspirations to be the largest gaming streamer in Mexico and her advice on women getting started.
LuureTV I Poland
Meet Luure. In this video, Luure shares her experience building a successful career streaming to a welcoming community on Facebook and raising a family at the same time.
Facebook Gaming Pride Month 2021
Facebook Gaming Pride Month.
Throughout Pride month, Facebook Gaming celebrated the LGBTQ+ community around the world by hosting a series of 4 'Pride Gaming' live shows in partnership with top gaming creators, giving fans the opportunity to have fun, interact, and play games with creators, while learning more about the LGBTQ+ community through the eyes of our Gaming Creators. In addition to the dedicated live show, we brought a virtual Pride Parade to Brazil's biggest GTA V roleplay servers, enabling the LGBTQ+ community to get together, have fun and celebrate Pride virtually despite these challenging times.
Facebook Gaming Pride Month 2022
CELEBRATING THE LGBTQIA+ GAMING COMMUNITY🌈
For the fourth consecutive year, Facebook Gaming celebrated the LGBTQIA+ community by hosting a 'Pride Gaming' live show in partnership with top gaming creators Samira Close, Rebeca, Malena and Wanessa Wolf. This year we took the celebrations to the next level with two studios, a live audience with more than 30+ Gaming Creators and a pocket show from the superstar singer Gloria Groove. Reaching over 21.3M People, 4.6M views, with 41K people watching simultaneously (ccv) and engagement of 360K (reactions, comments, and shares), it is our biggest PRIDE celebration to date.
EVENT OVERVIEW
Pre-show: A red carpet-like event hosted by Rebeca Gamer and Wanessa Wolf, where creators could show their outfits for the night and talk about their expectations for the night.
Main-show: In a game-show-like style, Samira Close hosted the main show, where 30+ creators joined her on stage to chat about the LGBTQIA+ Community in Gaming and play all sorts of games and interactive activities.
Watch Party: In a room next door, Facebook Gaming 100+ creators gathered to watch the live streaming and celebrate Pride month.
Facebook Gaming - Brazil Creator Skyline Party
After a two-year break, the much anticipated Brasil Game Show returned
Brining together gaming enthusiasts from across Brazil. We leveraged this opportunity to host a Facebook Gaming (FBG) party exclusively for our creators and industry partners, providing a platform for them to connect with each other and the FBG team.
Themed on Sao Paulo's illuminated Skyline; the party was held at Tetto Rooftop Lounge - providing guests with panoramic views of the city. Immersive Reels experiences brought the theme to life, providing the setting and inspiration for content creation.
The activations were staffed by ‘Reels experts’ who educated guests on the capabilities of the tool, and provided hands-on support and encouragement. The expert support was highly valued and elevated both creator engagement with the activations and the quality of content production.
Facebook Gaming Virtual Creator Day
Designing an innovative and immersive virtual event experience.
Pushing the boundaries of classic virtual events and creating something truly unique and innovative, designed to embrace creators in an immersive and interactive experience, and creating a live show, streamed on Facebook groups, and using a format that merged:
Live interaction through an experienced caster, guiding creators throughout this immersive experience, bringing to the event strong energy and enthusiasm. The event also included live Q&A with the speakers, welcoming/closing from the SPM of each region, live interactions and engagement with creators, as well as a running commentary of the live gamified experience.
High production quality of pre-recorded educational content in local languages centred around 3 topics:
Product Updates delivered in local languages from product team members
Monetisation Best Practices gathered from the All Star Program, a series of focus groups with top performing creators to better understand their success and scale the learnings to the managed community
Educational/Inspirational content of a local guest speaker from a top gaming developer (Blizzard/Riot Games) or an expert in mental health & wellness
An immersive gamified experience designed to entertain and engage the audience throughout the event. Creators could collect points and compete in a leaderboard by either:
Answering correctly quiz questions after each content session → Maintain attention and focus during the presentations
Beating a common robot enemy by playing as a community the Beat the Bot game → Incentivise collaboration and teamwork
Having their comments pulled up on the screen and read out to the audience → Incentivise interactions and positive tone of voice
Catching easter eggs that were placed throughout the event → Keep engagement and avoid churn
The top 2 creators in the leaderboard were able to compete in the final drone game that was casted and played live in front of the audience
The winners of the two quizzes and final game opened a special in game pack going from uncommon, to rare, to legendary, with unique customised prizes. Every creator joining the “Beat the Bot” community game won a limited edition pack of stickers and animations designed specifically for this event and redeemable after survey completion.
Creators could also collect unique badges, rewarded to them for the most comments selected on screen (Show Stopper), highest number of correct quiz answers (Big Brain), first winner of the first game (Player #1), catching the highest number of easter eggs (The Collector) and the winner of the final game and event (ProPlayer)
Facebook Gaming Broadcast Kit
A Facebook Gaming Broadcast kit, designed for virtual events and live streams globally. The broadcast kit includes, opening titles, transitions, stingers, lowerthirds, hold screens, PiP, and much more.
Creative approach:
Using the refreshed Facebook Gaming branding, we have explored the gaming universe with a goal of speaking a universal language that all gamers can relate to, bringing together what they all have in common: the love for games.
Design direction: Gaming is a super fun universe to dive in, so we brought the games to the gamers. Our visual system travels through the gaming universe. Taking inspiration and paying homage to some of gaming classics.
Sound direction: We've used soundtracks inspired by the 8-bit games and sound effects that bring the visual elements to life. Activating gamers nostalgia through music, sound design. This layer of sound design helps provide a premium feel to this asset pack.
Facebook Gaming - Uniting a Global Community
Facebook Gaming’s efforts to build an inclusive gaming community
A series to celebrate and shine a light on the inspiring stories of the differently abled creators, female creators and black creators on Facebook Gaming platform. Their unique and empowering stories of how to break through barriers, transforming their passion into a an inspiring career.
Facebook Gaming - Developer Day London
Gaming Developer Day, our most important homegrown event for 38 key strategic partners in the region including Voodoo, Gameloft and Rovio.
Partners were able to connect with each other and the Facebook Gaming team in person for the first time after three years. The event aimed to 1) Inspire and excite our community about Meta’s vision for the future of the platform 2) Reassure developers of our commitment to their success 3) Gather first hand feedback on our products and features.
The event encompassed both a series of talks from Meta teams, a workshop to gather qualitative feedback from partners, and an inspirational fireside chat focused on D&I.
Facebook Gaming Game-Life Balance Workshop
Game-Life Balance Workshop, supporting creators mental health.
A Mental Health virtual workshop dedicated to creators across Brazil, Spanish speaking countries and MENA, providing tips and best practices to improve their work life balance, and ultimately their mental health. The sessions were composed of a pre-recorded video and a live Q&A with an e-sports psychologist where creators had the chance to anonymously ask questions. We sourced e-sports specialists help as they understand the gaming audience and could target the gaming creators specific needs.
Facebook Gaming Merchandise Store
Partnered with Spring to build a Gaming Video Creator SWAG store, which will allowed partners to purchase Facebook Gaming branded SWAGs, in addition to enabling Facebook Gaming to provide select creators with a SWAG gift pack.