HKJC Interactive Campaign Games
Client
HKJC
Service
Game Design
Year
2016
A series of interactive campaign games for major Hong Kong Jockey Club racing events, hosted on WeChat to drive public engagement and create memorable digital experiences tied to each event's theme.
Overview
A series of interactive campaign games for major Hong Kong Jockey Club racing events, hosted on WeChat to drive public engagement and create memorable digital experiences tied to each event's theme.
Role & Responsibilities
Concept development for each campaign game
Game mechanics design
Visual design
UI implementation
Front-end development, working across design and technical execution
Challenge
The goal was to translate each racing event's theme into simple, accessible gameplay that could increase participation and strengthen audience connection with the campaign — while keeping the experiences feasible within WeChat.
Designing at Scale
Arcade-inspired accessibility (HKIR 2016 – International Claw Machine) — Collect-and-discover gameplay, international cultural representation, and high replay value, exploring the event's international nature through play
Rhythm-based interaction (2016 Season Opening – Rhythm Dance Challenge) — Players followed on-screen prompts and danced alongside animated characters, conveying the energy of a new racing season through character-driven animation and visual feedback
Goal-oriented storytelling (HKIR 2017 – Flag Collection Flight Game) — Players navigated an aircraft to collect national flags, reinforcing the event's global nature through a clear objective, simple controls, and intuitive interaction
Outcome
The series comprises three WeChat campaign games — an arcade claw machine, a rhythm dance challenge, and a flag-collection flight game — each tied to a specific Hong Kong Jockey Club racing event.
W —
03
Immersive Experience
W —
05
Branding