Tetris
Creative Revamp for the Flagship Tetris Mobile game
The Tetris mobile game, with its vast global player base, had become fragmented and outdated due to evolving visions and content. The game lacked a cohesive creative identity and felt disconnected from modern expectations. To address this, we set out to undertake a comprehensive Creative Revamp aimed at broadening our audience and expanding our reach. This extensive overhaul involved a complete redesign of the entire game, updating the copy to better align
with the Tetris brand, and introducing new disciplines to the product such as motion design and 3D art.
We started with thorough research into the Tetris IP and its legacy, ensuring the revamp would appeal to both longtime fans and new, younger players. We created numerous design concepts, conducted player surveys, and worked closely with Tetris headquarters to blend classic mechanics with a contemporary design.
My Role
As the Creative Director, I spearheaded the project from its inception, defining its goals, organizing the workflow, and leading the research. I crafted the creative vision and led my team—comprising design, concept art, 3D, motion design, and copywriting—through the development of new pipelines and work methods. My role also included coordinating with other teams, creating player surveys, and regularly presenting our progress to stakeholders and the Tetris company.
Design Foundations
Retro Inspirations
Signature Tilt
Crisp Colors
Clear Typography
Bold Icons
Gameplay-focused
Modern UI
Fluid Motion
Rich Textures
Brand Alignment
Home Screen
The Home Screen is designed with modular components and dynamic states, enabling it to support a wide range of player segments and facilitate effective A/B testing. This flexibility allows us to tailor the experience to different audiences, ensuring a personalized and engaging user journey.
As part of the revamp, we also refreshed the Tetris logo to align with the updated creative direction.
Gameplay
Recognizing the gameplay screen as the core of the Tetris experience and the players’ most cherished feature, we focused on clarity and usability while integrating the design system’s distinctive tilt and patterns. We enhanced the contrast between the matrix and Tetriminos, ensuring the gameplay is both clear and enjoyable.
Boss Levels
These challenging levels run parallel to the main Levels and are available periodically.
While Levels are the main gameplay mode, the game also features several other modes. In this section, you will find a few chosen screens from each one.
Marathon
The classic Tetris Marathon mode, now optimized for mobile.
Quick Play
A time-limited mode where players can try to beat their high score.
Royale
A competitive mode where players battle to be the last one standing.
Tetris Coins & Loyalty Points
This game features two main currencies: Tetris Coins for in-game benefits and Loyalty Points, which are tied to PlayStudios' real-life rewards.
Feature Highlights
This section showcases key features of the game, with selected screens from each one. Each design element has been thoughtfully aligned with the Tetris brand while incorporating modern updates that engage players and enhance gameplay.
Team
Free Bonus
Profile, Collection & Goals
Inbox & Settings
Splash Screen, Level Treat & Sales
40th Anniversary Launch Event
The Creative Revamp was launched in conjunction with Tetris World Day, coinciding with the iconic game’s 40th Anniversary. This milestone imposed a tight deadline, as we needed to ensure everything was ready, including the launch event. The celebration included releasing the revamp alongside a full month of LiveOps events, announcements, sales, sweepstakes, and luxurious prizes. We worked closely with other teams within PlayStudios, such as marketing and CRM, to execute this comprehensive celebration.
