Casual Gaming Campaign
Spades game | Beach Bum | 2022
Pick One!
Overview
At Beach Bum Games, I collaborated with the CRM team as the designated campaign designer for this daily promotion. I created the Pick One! promotion for the Spades game, a playful and engaging concept that aimed to maximize player interaction.
The highlight of this campaign was my proposed idea: a Claw Machine mechanic, which added excitement and interactivity to the promotion.
The Challenge
Daily campaigns at Beach Bum needed to:
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Capture attention instantly within the game environment.
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Maintain a consistent yet fresh look that matched the Spades brand style.
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Work seamlessly across multiple touchpoints — in-game, notifications, and social.
The challenge was to design a campaign that stood out, felt fun, and supported the CRM team’s retention and engagement goals.
Concept & Execution
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I proposed the Claw Machine concept as a visual metaphor for “pick your prize”.
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Designed and delivered all sprites and assets (cut and optimized) for animation.
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Worked with the technical artist, who implemented the claw movement in Unity.
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Ensured visual consistency across in-game and out-of-game platforms.
Applications
The campaign identity was applied to:
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In-Game Promotion Pop-Up → the central animated Claw experience.
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Lobby Banners → driving players into the promotion.
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Phone Push Notifications → short, engaging copy tied to visuals.
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Social Media Assets → extending the campaign beyond the game.
In-Game Promotion Pop-Up
Conclusion
The Pick One! – Spades campaign demonstrated how creative collaboration and strong design execution can transform a daily CRM promotion into a memorable in-game event.
The Claw Machine mechanic not only boosted player engagement but also showcased how thoughtful design can integrate seamlessly with technical animation in a casual gaming environment.
