Official Bethesda Online Store

Apparel, Creative and Art Direction, Brand Extension, Marketing and Social Media Support, eCommerce and Convention Merchandise, UI/UX

Zenimax
Bethesda Softworks
Id Software

Skyrim. Fallout. Doom. Bethesda is one of those companies that produces a limited number of games every few years and yet still manages to completely redefine the gaming landscape.

Their series tend to focus on rich game play, thorough and thoughtful design, and fascinating worlds. So when they agreed to let us handle their official store, it was quite honestly a dream come true.

Product Strategy

The majority of Bethesda and Id’s series debuted in the early 90’s yet each of those seasoned titles has had a successful installment in the 2010’s, meaning that fans of the varying series run the gamut from early teens to early forties. This enormous range with multiple unique considerations meant that we needed to diversify our offerings quite a bit.

We landed on splitting things into three major varieties:

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Evergreens

These are tailored for newer fans with lower-priced items to be purchased themselves or by their friends and family as gifts. These tend to use game logos, box art, or iconic imagery like Fallout’s Vault 101 and Vault Boy or Skyrim’s Dark Brotherhood’s “We Know.” They’re all designed to be highly repeatable and offer quick turn-around in production.

These also make up the back-bone of convention booth offerings, as their straight-forward design and lower price point makes them the most surefire opportunity for sales, and their bold designs make them billboards at the event (as fans will frequently run to the nearest rest room to change into their purchase).

Time-Limited Editions

Timed editions are more than simply a reason to check out the site each month; each item signifies a raised tier in fandom and scratch the cultural urge to collect. Best of all, it does so without overloading our servers or creating too much of a scalping economy, meaning items are more likely to get into the hands of actual fans, and at a reasonable price.

To start, we decided to do a Vault Boy of the Month shirt based around the iconic “Perks” system from the Fallout series. Since Fallout 3 has 96 unique perks across the game and its expansions and each perk comes with an associated Vault Boy icon, this would keep us in designs for years! Besides, who doesn’t want a shirt that gives them +5 to medicine or resistance to explosions?

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Quantity-Limited Premiums

The Fallout, Elder Scrolls and Doom series all debuted in the early 90’s yet each has had a successful installment in the 2010’s, meaning that fans of the varying series run the gamut from early teens to early forties. This enormous range with multiple unique considerations meant that we needed to diversify our offerings quite a bit.

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  1. Stylized Box
  2. Box with Shoes
  3. Shoe, top view
  4. Shoe, toe view
  5. Shoe, heel view with Vault-Tec logo
  6. Shoe, outside view
  7. Shoe, inside view
  8. Fall-Out 3 loading screen
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Thumbnails

    1. “Icon of Sin” by Godmachine, limited edition screen print. Part of the DOOM Anniversary series. Limited to 333 prints.(Top, right)
    2. “Echoes in the Darkness” by Jonthan Wayshak, limited edition giclee print. Part of the DOOM Anniversary series. Limited to 333 prints.(Top, right)
    3. DOOM pewter figures made from the original 90’s molds. (Bottom, left)
    4. Heroe’s Guide to The Elder Scrolls Online, limited to 10,000 copies. (Bottom, left)

eCommerce

The Official Bethseda Online store was setup very similarly to previous stores, with filtration by gender, item type, and brand. As an extra experiment, we gave a unique callout for our plus sized items, as those are frequently the most difficult for fans to find and also size-appropriate models for this line of clothing.

This sensitivity brought about an enormous influx of praise from fans who frequently have difficulty finding branded apparel for themselves, friends and loved ones.

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Bethesda Softworks

Done in partnership with Treehouse Brand Stores, LTD

Year: 2013
Categories: Video Games, Limited Edition, eCommerce, Apparel, eCommerce

Marketing
Product Strategy
Creative and Art Direction
Design
Promotions Calendar
Social Media
UI/UX

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