CHALLENGE

Mega Bloks needed a game which they could use to promote their Fire and Ice line of toys. It needed to provide a fun environment for kids to play and experience the Fire and Ice world. Further, it had to loosely follow the storyline of their animated film. Adding to the challenge for Fuel, the game had a development and execution time of just a few weeks to be included on the DVD release of the film.

STRATEGY

Develop an immersive and elaborate online game using the product line as models for characters and the gaming environment. By allowing children to play with the toys in an action-adventure setting imaginations can be sparked and relationships built to drive retail sales.

CREATIVE & EXECUTION

Mega Bloks Fire & Ice immerses the player in a fully 3D-rendered world where trees are made from Mega Bloks and a dramatic soundtrack adds a sense of cinematic experience. Incredibly detailed characters have special, unique skills to aid them in battling the creatures that roam the landscape. The adventure of Fire & Ice was recreated in detail, and products rendered using CAD drawings direct from the toy developer.

Players travel through five beautifully imagined lands including Vorgan Ice Fang ships, Fire Storm Fortress, and Dragon Mountain, gathering Krystals, fighting Vorgans and ultimately defeating Xenoz, and the Ice Dragon Gul’Khan. The player’s journey mirrors that of movie characters Dev and Kyra, allowing players to be further immersed in the movie experience.

To keep the graphics flowing smoothly, the visuals are all pre-rendered and loaded into a container MovieClip which constantly monitors and adjusts the z-ordering to maintain the proper layering and ordering of the on-screen elements.
To improve the competitive experience for users, a leader board tracks the best players.

PERFORMANCE

The end result is a game that beautifully matches the look of the retail product, and will keep kids coming back for more. Many users have finished the game, a task that requires more than 1.5 hours of game play, and 50% of users came back for more. Incredibly, the game has provided over 20 years of cumulative playing time, and brand exposure, to users.