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Copywriting – video games

Sniper Ghost Recon Contracts 2 is a military themed video game set in the Middle East. You play as Raven, Sniper Assassin, taking out a series of targets across a dramatic single-player campaign. The new feature in this sequel are the missions needing extreme-range shots exceeding 1000m. Providing a new challenge for players.


Client	CI Games
Services	Copywriting, Scriptwriting, Voice Over Direction
Website	Click to visit

We first worked with CI Games providing copywriting services in 2019. Then we were asked to rewrite parts of the video game script for this game’s prequel. Our MD, Jon Sloan, is a former video games journalist so has solid experience writing about and for this genre. Indeed, both he and Ed have written video game, film and graphic novel scripts before too.

As the first Sniper Contracts game was a commercial success, we were invited back, initially to edit an earlier draft of the script. This transformed into a full rewrite, as well as working with the creative team at CI Games to choose the English language voice actors and provide direction during the voice over sessions.

Sniper Ghost Warrior Contracts 2 was released early in June 2021. We look forward to working on any future versions of the game.

During production, Jon practically lived and breathed the air of Middle-Eastern battlefields. His extensive knowledge of military jargon gave our dialogues a genuine military flair which was appreciated by our players in plenty of reviews. He was also a tremendous help during the dialogue recording sessions, with the voice acting of our two main protagonists also receiving high praise. Developing a game can be a frenzied experience, but with Jon as our champion of narrative we always felt safe.

Joanna Frankowska

CI Games S.A.

Video Game Marketing

Sega required a key visual for a new launch, Aliens Colonial Marines, which could be used for both the main packaging and also as the primary graphic for the campaign. In addition, they asked for an interesting and relevant special edition pack that would sit around a resin figure of a Colonial Marine battling an Alien.


Client	Sega UK
Services	Graphic Design, Packaging Design

This was a challenging project as it involved the creation of hero artwork for one of the most iconic entertainment brands in the World. It was an open brief with the understanding that there would be multiple levels of approval from various stakeholders, not least Fox themselves.

The initial phase of work centred around the creation of the hero ‘Alien’ image and associated marines before moving on to pack and then print and digital ad creation. The multiple stakeholders meant that approvals could take some time and various changes, often conflicting, were needed.

Sega’s brief requested that we then create a special pack around a resin statue that had been previously designed and gave us a target budget for the production of the remaining special pack contents. The concept we had for the outer wrap involved a swarm of Aliens trying to attack the lone Marine inside the box. Once that semi-transparent O-sleeve is removed the cardboard reveals the metal flooring and panels of a spaceship or colony base. The internal contents were themed around an information pack notionally issued to a recruit in the Colonial Marines, with despatch orders, a schematic of the main ship and unit patches that could be sewn onto clothing.

There were some very specific directions for this project given the history and specific look and feel that had been developed over the years. Clearly the key art needed to heavily feature the Alien itself as well as to convey a sense of tension between it and the main characters.

Tonally, cool blues and blacks were necessary to reflect the iciness of space and the sci-fi setting. We also needed to set up the design so that it could be used in both portrait and landscape form. We sketched up a selection of approaches before settling on one and commissioning a CG render. As you can see, the end result is very striking.

This iconic pack was actually one of the three concepts we proposed in the initial pitch. The license holders and developers requested a different direction for some months before determining that the initial idea was the most striking and relevant.

We also worked with Sega on a related Alien product, Alien: Isolation, supplying design direction and pack concepts which were given to the game design team.

Video Game Marketing

konami video games graphic design agency

We are specialists in packaging design, brand consultancy and strategic marketing for the video games industry.

We have been working with Konami for over 20 years now. We’ve helped them launch Metal Gear Solid and been its brand guardians ever since the PSOne days. We’ve also created packaging for every version of Pro Evolution Soccer, amongst a huge body of work for this top Japanese publisher.


Client	Konami
Services	Graphic Design, Marketing, Video

When Konami decided to reboot Castlevania they asked us to help with the brand positioning, advertising and packaging as well as elements of in game content.

Castlevania is a long-standing IP for Konami. It was first released in 1986 on Nintendo’s Famicom system. It’s seen a number of releases since then on just about every console platform.

The reboot in 2008 was being developed by Mercury Steam in Spain. An.X spent the next six years supplying design, script and marketing consultancy services to the Konami’s European Development Studio for this new take on a classic video game series. We even co-wrote the story and dialogue for the first reboot.

The development team in Spain and the marketing team in the UK needed various forms of support. First up came the logo to help with the game announcement, plus various trailers during the pre and post launch phases. In addition there were promotional posters and the various game packaging elements. We were also called on to come up with promotional goods, which we sourced from suppliers in the Far East.

Our work on the game’s story and script allowed us to write and direct voice over sessions with Sir Patrick Stewart, Robert Carlyle and Jason Isaacs. This was a huge privilege to say the least.

With everything from static and animated logo design, script writing, marketing strategy and positioning advice, video trailers, promotional posters and advertising, it’s fair to say we were heavily involved in all aspects of this series’ reboot and promotion. Although Konami do not release specific sales numbers, the Lords of Shadow series of Castlevania games is the best-selling version of the brand ever released.

Konami is our longest-standing client and we continue to work with them, most regularly on European packaging design and first party submissions handling. We’re proud to have helped launch and promote every single Konami video game released over the last 23 years.

Video Game Marketing

This longstanding client, Ubisoft, has asked us to design for a lot of different projects over the years. But their request to help them launch a game at E3 in Los Angeles in June 2013 was almost as secretive as the the game itself. Little did we know at the time they’d asked us design for The Division.


Client	Ubisoft
Services	Graphic Design, Video Production
Website	Click to visit

To help Ubisoft launch this new video game title at E3, we were briefed on the new brand’s purpose, its modern-day setting, location and the fact that the storyline revolved around a weaponised virus being released in the boroughs of New York causing Directive 51 to be implemented. But that was it. We do love a challenge though!

Event marketing for video games can be very creative indeed as we’re often selling an idea or a story. So, for research we looked into how governments deal with pandemics, their strategies and communication methods. Plus, how viruses can spread in densely populated urban areas and the effect on the infected population.

The natural result of this research was to create a ‘US-Government’ bio-hazard warning leaflet, which would be given away free to fans at the show and help start to immerse them in the world of what would come to be revealed as The Division. Plus, another free giveaway, a poster showing a map of Brooklyn’s transport network subtly hinting at a viral path through a host body.

This launch was so successful that Ubisoft asked us to collaborate again two years later at another E3 event. So, in 2015, we created a series of animated videos that were displayed on screens around their event booth, showing visitors how to play the demo of The Division that they were waiting patiently in line for. These too proved successful and Ubisoft’s internal development team went on to implement them, now using the in game graphics, for the open Beta test in February 2016, a few weeks before the game’s launch.

We’ve helped Ubisoft with many of their most successful brands including Rainbow Six, Far Cry, Ghost Recon, Splinter Cell and, of course, The Division.

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Copywriting – video games

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