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Case studies · Games

A browser racing game as brand advertising

NIGHT RUN is a night race in an ORIEL GT-01 through a city where the trackside ads are for APOGEE, a fictional energy drink. The concept shows how a brand can get a game that people play straight from a web page or a link on social media.

Game · fictional brandOpen demo ↗

At a glance

What it is
a studio concept; the brands are fictional
Where to play
a live demo – use the “Open demo” button above
Controls
keyboard, or touch buttons on a phone
Timeline
the first version took one day

The challenge

An advertising game is usually an app nobody installs. We tested whether we could make a race that opens from a link in seconds, holds its frame rate on an ordinary laptop, and still looks like a real game.

What we built

  • A track through a night city, three laps, three AI rivals
  • Nitro for drifts; engine and tyre sound is synthesised right in the browser
  • Our own post-processing: neon glow, city reflections, motion blur at speed
  • Graphics quality adjusts to the device on the fly
  • Touch controls on a phone
  • Trackside boards, the car and the finish screen are places for a brand

What it looks like

NIGHT RUN: a car on a night track among neon skyscrapers
Lap one: rivals ahead, APOGEE ads on the trackside boards.

ORIEL, APOGEE and NIGHT RUN are fictional brands.

What this could do for a brand

  • The game opens from a link in an ad or on social media, with no app store
  • The brand lives on the track, on the car and on the finish screen
  • A leaderboard and a prize draw can be added

Built with

three.js and our own shaders, sound through Web Audio; around 140 frames per second on a laptop with integrated graphics.

Service

Websites and landing pageslanding page from €600, fixed quoteLearn more →

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