Gears of War 3 Microsite


Gears of War 3, the original trilogy’s spectacular conclusion, is a third-person shooter game in an apocalyptical future where humanity is threatened by reptilian creatures known as the Locust Horde. Developed by Epic Games and released by Microsoft on the Xbox 360 platform, GOW3 introduced improved gameplay (new weapons, movements, modes), resolution, sound, and graphics, offering the awaited closure to the original storyline.

Epic Games Xbox Game Studios Gears of War 3 homepage

The challenge:  To support the game’s launch strategy, Microsoft Studios needed a microsite highlighting GOW3’s improvements, activating the Xbox community, and creating hype among the franchise and action shooter games fans.

The solution: We began by creating sketches and wireframes of our concept called “GOW3 Combat Experience” based on the launch strategic goals. We explored the plot, gameplay updates, media (in-game screenshots and videos), news and events, a community tab, a dashboard for logged-in Xbox users, and prominent calls to action (beta signing, pre-order, and buy now after the game’s release). As gamers and fans of the franchise, we took great care with the visual design, constantly aligning the design elements with the dark and ominous atmosphere of the franchise. The overall experience offered users the ability to learn about characters, weapons, and enemies. We displayed the information in a carousel mode, including hotspots, a 360º view, and the ability to access deeper content in detail pages. In the last step of the experience, users could play through short demo maps using their selected characters and weapons.

Epic Games Xbox Game Studios Gears of War 3 concept sketches
Epic Games Xbox Game Studios Gears of War 3 concept sketches

Gears of War 3 Microsite


Gears of War 3, the original trilogy’s spectacular conclusion, is a third-person shooter game in an apocalyptical future where humanity is threatened by reptilian creatures known as the Locust Horde. Developed by Epic Games and released by Microsoft on the Xbox 360 platform, GOW3 introduced improved gameplay (new weapons, movements, modes), resolution, sound, and graphics, offering the awaited closure to the original storyline.

Epic Games Xbox Game Studios Gears of War 3 homepage

The challenge:  To support the game’s launch strategy, Microsoft Studios needed a microsite highlighting GOW3’s improvements, activating the Xbox community, and creating hype among the franchise and action shooter games fans.

The solution: We began by creating sketches and wireframes of our concept called “GOW3 Combat Experience” based on the launch strategic goals. We explored the plot, gameplay updates, media (in-game screenshots and videos), news and events, a community tab, a dashboard for logged-in Xbox users, and prominent calls to action (beta signing, pre-order, and buy now after the game’s release). As gamers and fans of the franchise, we took great care with the visual design, constantly aligning the design elements with the dark and ominous atmosphere of the franchise. The overall experience offered users the ability to learn about characters, weapons, and enemies. We displayed the information in a carousel mode, including hotspots, a 360º view, and the ability to access deeper content in detail pages. In the last step of the experience, users could play through short demo maps using their selected characters and weapons.

Epic Games Xbox Game Studios Gears of War 3 concept sketches
Epic Games Xbox Game Studios Gears of War 3 concept sketches

1. The landing page

2. Select your character

3. Select your weapon

4. Know the enemy

5. Select a demo map

6. Demo play