UFC3 Notorious Edition The Fight Before the Fight

In honor of cover athlete Conor McGregor, and available for a limited time, the new version of EA UFC 3, which originally released on February 2, was launched just in time to help hype McGregor's long-awaited showdown with UFC lightweight champion Khabib Nurmagomedov in Las Vegas at UFC 229.

The challenge was to get users excited about the fight and get involved in the pre-fight expectation with the brand new limited Notorious Edition of UFC3.

Company: Electronic Arts

Role: Experience Designer

Location: Vancouver, Canada

Illustrations: I Love Dust

Pre-Event Expectation

To leverage on the real-life historical UFC rivalry between Connor McGregor x Khabib and to prepare for the super expected fight of the year, we created a web and social experience connected to live in-game data.

At first, bringing up historical and performance data from the two rival athletes in real life and in-game. Paired with a beautiful ecosystem of illustrations based on their nationalities, done by the talented artists at I Love Dust.

Showcasing Real in-game Results

During the two weeks closer to the event, based on community-driven results in-game, the illustrations of both fighters physically changed, showcasing who was winning or losing, updates on their physical appearance could be witnessed daily.