SL72 Arcade
Client:
Adidas
Project Type: Unity Development
In 2024, I had the great opportunity to develop an arcade for Adidas SL72 2024 release. Working with my team at IMA, I was tasked with designing, developing and leading the installation of 8 arcade cabinet for a range of stores including; Oxford Street London, Stratford Westfield and Adidas Flagship in Paris. The Project had a rapid turn around time of around 6weeks to finish everything and as the Lead Creative Technologist, I was responsible not only for the physical arcade units themselves but also our software solution.
Thanks to support from Arcade Mania, the team there took my CAD drawing and produced all 8 units in 4weeks with American style arcade buttons, custom mirror finished exterior panels with brush aluminium detailing. I then purchases 8 mini PC with on board graphics that would comfortable run out software and allow for remote support. The software was developed in Unity across 4-5weeks and was based on a simple 2d side scrolling game with a pixel art style and a fun Adidas Easter eggs through-out, including Pixel version of the characters.
Development
Working with my team, we defined several key pillars the project needed to meet: it had to align with the SL72 Adidas campaign we were pitching, use simple game design to quickly onboard customers, provide a 30–40 second gameplay loop to keep players engaged for the ideal amount of time, and drive sales by offering an incentive to play.
With those goals in mind, we created a simple 2D side-scrolling Unity game featuring store and Adidas-themed Easter eggs in the background, along with SL72 collectibles. Players who reached the end of the level would earn a 10% discount.
To complete the experience, we built a custom arcade cabinet, cut and clad in a mirrored/brushed aluminum finish and fitted with classic white American-style arcade buttons.
Outcomes
The project was installed in late October across all 3 stores for 3 months, with great feedback from client and consumers on the game and physical build. The Arcades where kept in storage by Adidas for future projects and we celebrated the project with the production of a mini-arcade for the office.