Game Design and Development for Eukanuba

The Ambition

Established in 1969, Eukanuba is a brand of dog and cat food. The brand is owned and manufactured by Mars.

As principal sponsors of Crufts, Eukanuba, a leading global pet food specialist, reached out to us to create an interactive centrepiece game for their exhibition stand at Crufts 125th anniversary.

What We Did

Collaborating with the UK marketing team at Eukanuba, we gained a clear understanding of the project's key objectives and target audiences. The game was designed to generate excitement around the stand, promote Eukanuba's core themes to the discerning Crufts crowd, collect data, and above all, provide enjoyment.

Our goal was to create a game showcasing the remarkable achievements possible for fit and healthy dogs with proper nutrition. We selected Eukanuba's brand ambassador, Utah, a 17-year-old black Labrador, who has exceeded his breed's life expectancy by 30%, embodying Eukanuba's philosophy perfectly.

The game is presented on a spacious 42-inch touch table, featuring an initial attractor loop showcasing key brand information, videos and instructions on gameplay. 

Players are introduced to Utah, the protagonist, and are led into Crufts' renowned main areana, where they must navigate him through an agility course.

Our designers have meticulously illustrated and animated the game in an isometric viewpoint, resulting in captivating visuals. The gameplay mechanic requries players to swipe the table at precise moments when directional arrows appear. This design ensures an engaging experience for players of all skill levels. 

Gamifying the brand

Players control Utah, guiding him to jump and complete various agility tasks. Successfully executing these tasks earns players positive affirmations like "good", "great", and "perfect". Each game typically lasts between 60 to 90 seconds, a duration carefully chosen based on the anticipated time visitors will spend at the stand.

Data capture for post-event marketing

After completing a game, players are prompted to provide their contact details for a chance to win a 3-month supply of Eukanuba dog food. This information can be used in follow-up emails from the marketing team to attendees.