Ubisoft Secrets

Ubisoft Secrets is an immersive treasure hunt experience designed to promote game launches through engaging, location-based gameplay. Players discover hidden clues in the physical world that unlock digital rewards and exclusive content.

The project required seamless integration between mobile app, web platform, and physical installations across multiple cities. The goal was to create a sense of mystery and discovery that extended the game worlds beyond the screen.

I served as Lead Designer and Developer for the digital experience, managing a team of two developers and collaborating with Ubisoft's marketing and events teams.

My responsibilities spanned interaction design, technical architecture, AR integration, and on-site implementation. I also designed the admin tools used by event coordinators to manage the experience in real-time.

Experience Design

I mapped the player journey from discovery to completion, identifying key moments for delight and challenge. We prototyped multiple interaction patterns before settling on a mixed-reality approach that felt magical but accessible.

Technical Challenges

The system needed to work reliably in varied outdoor conditions with potentially spotty connectivity. Key technical decisions included:

• Offline-first architecture with smart sync when connectivity restored
• Computer vision for physical marker recognition (fallback to QR codes)
• Progressive web app for zero-friction entry (no app store required)
• Real-time admin dashboard for event coordinators to monitor progress

Cross-Platform Integration

I designed a unified codebase that deployed to web, iOS, and Android while maintaining native-feeling interactions on each platform. The component system allowed rapid iteration while ensuring consistency.

• Multi-city deployment: Successfully launched in 5 cities across 3 countries with localized content and culturally adapted puzzles
• Accessibility-first: Designed alternative solving methods for users with visual or mobility limitations, ensuring inclusive participation
• Viral mechanics: Built-in social sharing and team features drove organic promotion, reducing customer acquisition costs

The campaign exceeded all engagement targets and became a template for future Ubisoft promotional experiences. Players particularly praised the seamless blend of physical and digital interaction.

Impact:

• 12,000+ active participants across all locations
• Average session duration of 45 minutes (target was 20 minutes)
• 87% completion rate for the full experience
• 2.3x increase in game pre-orders in participating markets
• Featured in AdWeek and The Verge for innovative campaign design

TODO: Campaign video, press coverage links, player testimonials