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ALEX MCKINLEY  ABOUT ME  LINKEDIN




We turned low confidence thrill seekers into X-Games superfans.

Background: The X-Games are legendary for the creativity and innovation athletes bring, constantly pushing the limits with new, never-before-seen feats.Ask: Build brand affinity for X-Games through a permanent experience.
Insight:People who become fans of X-Games seek the impossible.
Strategy:Make the impossible something only the X-Games can give its fans.
Strapping Up: Researched X-Games heritage and audience.
Conducted focus groups with amateur skaters, skiiers, and snowboarders to gauge 
X-Games fandom and learn why they engage in these sports.
Analyzed MRI Simmons data to build a psychographic profile. 
Researched emerging technologies to ensure a realistic and immersive experience.


Dropping in:The X-Games is missing the avenues that major sports leagues take advantage of to build fandom. 

With no traditional fan pipeline, how can we continue to build brand affinity and broaden the X-Games audience?


We identified the audience we call Thrill Wishers, a group of Gen Z and Millennials who want to be a part of the thrill but struggle to take the leap. 

Defining Thrill Wishers as an audience revealed that many people watch the X-Games not just to see pros land impossible tricks, but to witness them conquer mental barriers that most of us thought impossible. 

This led us to our strategy: 

Make the impossible something only the X-Games can give its fans.


Introducing X-Games Arcade. A arcade experience that lets you feel everything except the risk.




The experience.
X-Games Arcade is a new way to engage in action sports, and a new revenue stream for the X-Games. 
X-Games Arcade spans two floors with private bays, each featuring a simulator and lounge seating. At the center of the action a full restaurant and bar serve a menu inspired by X-Games legends and lingo. 

A massive 42-foot screen airs live sports during primetime, drawing in general sports fans and potential X-Games converts. Meanwhile, screens throughout the venue showcase Arcade user highlights and iconic X-Games moments, sparking the thrill seeker in every guest.



The simulators.Virtual reality headsets put users at the center of the action, reacting to their movements in the surf, park, or slopes for a lifelike experience. A robust movement system builds confidence while maintaining immersion.

Users are secured in a Virtuix Omni harness, allowing 360º movement and full range of motion. While the Omni typically features a treadmill base, we modified it to support sport-specific boards with magnetic suspension, inspired by the Lexus Hoverboard, for an ultra-fluid, unrestricted feel. Monitors display the user's perspective in real time, letting onlookers share the excitement.
This system is designed to support new X-Games fans chase the thrills they previously thought impossible.



Getting X-Games to those who need it most.

For X-Games Arcade to thrive, we focused on markets where geography and weather restrict access to mountains, beaches, or year-round skateboarding.

These locations also boast large, young populations that align with our Thrill Wisher audience, strong tourism appeal, and an established sports culture.


Coming back for more.
 Before leaving X-Games Arcade, users receive a shareable highlight reel featuring their best tricks and biggest moments. Over multiple visits, these clips are compiled into a career highlight reel.

Points accumulate with each visit, earned by landing bigger, more advanced moves. Users are always pushed to chase thrills, receiving bonus points for trying new tricks and park features. Twice a year, the top scorers win VIP tickets to the next X-Games summer or winter competition, rewarding the biggest thrill seekers and motivating others to push their limits.


Team: Ryan Shork (XD), Trent Moss (CW)


Want to hear how this project evolved over time? 
Let’s talk.

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