--- title: Designing Web Experiences for Hardcore Gamers | ArcTouch description: "Learn how ArcTouch created authentic game-inspired experiences for Coca-Cola's Wanta Fanta campaign by combining player research, user testing, and game design principles." url: "https://arctouch.com/blog/designing-wanta-fanta-challenges" date_modified: "2026-09-17T16:20:56.578Z" --- # Gamers delight: Behind the scenes designing the Wanta Fanta Xbox challenges How ArcTouch helped bring Coca-Cola's Wanta Fanta rewards campaign to life through iconic web experiences for Xbox titles loved by fans 5 min. read - September 17, 2026 By Luan Lopes [](mailto:?subject=Interesting%20blog%20post&body=I%20thought%20you%20might%20like%20this%20blog%20post%20from%20ArcTouch%3A%20https%3A%2F%2Farctouch.com%2Fblog%2Fdesigning-wanta-fanta-challenges) ![Screens from the three Fanta-themed mobile web games — each based on the classic gaming worlds of Call of Duty, Halo, and Diablo](/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2Fefnbmai9c55m%2F3LXNrj1HvtKc3HpWBdAZJL%2Fbfcc04180f2d70636acbaae9cc823988%2Farticle-wanta-fanta-hero.webp&w=3840&q=75) Games are everywhere these days. LinkedIn has daily puzzles. The New York Times acquired Wordle and built an entire portfolio of games. Brands increasingly use interactive challenges, rewards, and playful experiences to engage and reward customers in ways that traditional digital advertising cannot. As play expands beyond dedicated gaming platforms, a new challenge emerges: How do you create an experience that feels authentic to people who care deeply about the subject matter? That question becomes especially difficult when your audience consists of dedicated gamers. When players spend hundreds of hours mastering a game, they develop strong opinions about what makes that experience special. They recognize iconic mechanics instantly. They know the lore. They notice when something feels authentic, and when it doesn't. Those were the considerations ArcTouch faced when our partner agency, VML, brought us into Coca-Cola's global Wanta Fanta 2.0 campaign, celebrating the 25th anniversary of Microsoft’s Xbox. The campaign invited players to complete mobile web challenges inspired by iconic titles - Diablo IV, Halo, and Call of Duty - to earn codes that unlocked rewards. For ArcTouch, the project represented the latest chapter in a long history of game-inspired experiences. Over the years, we've created branded promotional games, sports activations, training simulations, and interactive campaigns that use play to drive engagement and reward loyalty. But this project presented a different challenge. We weren't designing for a broad consumer audience. We were designing for true gamers. ## Start with the audience When designing for gamers, assumptions are dangerous. Halo, Diablo, and Call of Duty are iconic classics with long-term lore built across many generations. Even a small slip could trigger those who are so passionate about those beautiful worlds, but we accepted the challenge. Before designing a single screen, our team immersed itself in community discussions, fan wikis, gameplay footage, and franchise lore. We studied everything from Diablo's item systems to Halo's iconography and environmental storytelling. The goal was to understand what players themselves considered authentic. An added challenge was that the game titles had expansions and updates that hadn’t yet been released to the public. We had to be very careful not to release spoilers. We focused on identifying the mechanics, visual language, and moments that would feel instantly familiar to players. For **Diablo IV**, we focused on the [Horadric Cube](https://diablo.fandom.com/wiki/Horadric%5FCube), an iconic mechanic associated with experimentation and discovery. Rather than building a combat experience, we designed a challenge around combining relics to uncover the correct recipe and break Mephisto's spell. For **Halo**, we looked beyond Master Chief and firefights and focused on one of the franchise's most enduring mysteries: the [ancient Forerunner civilization](https://www.halopedia.org/Forerunner). We created a challenge for players to decipher alien glyphs to unlock an energy barrier protecting the campaign reward. **Call of Duty** presented a different opportunity. Instead of trying to recreate a first-person shooter, we focused on the tension that defines the series. We invented an experience for players to guide an operative through a warehouse environment, carefully avoiding surveillance drones and timing their movements to stay undetected. The mechanics are different, but the objective is the same in every case: Create a moment for players to immediately recognize something familiar and, at the same time, feel like they are experiencing a novel (but true) extension of the game. ## Finding the sweet spot Each challenge was connected to a reward that players could redeem inside Xbox games. That meant the experiences couldn't be so difficult that players failed and missed out on their prize. At the same time, we didn't want to create passive advertisements disguised as games. Too easy, and the experience would feel hollow. Too difficult, and it would become a frustrating barrier. To find the right balance, we built prototypes and conducted user testing through [Maze](https://maze.co/). The goal was to understand how much people enjoyed the experiences and how they interacted with them. How many attempts did it take to succeed? Where did players get stuck? Which mechanics felt intuitive? Which created friction? The findings directly influenced our designs. We adjusted difficulty, refined interactions, and calibrated timing based on real user behavior rather than assumptions. Testing showed that players were completing the challenges while still feeling a sense of accomplishment. Across the prototypes, completion rates reached 84%, helping validate that we had found the narrow space between challenge and frustration. ## Achieving snackable mastery The approach translated into real-world results. Within the first weeks of launch, the campaign generated more than 283,000 sessions across global markets, with additional regions continuing to roll out. But the moment that stands out most wasn't a metric. Before launch, we presented the Diablo experience to a [Blizzard](https://www.blizzard.com/) representative. She reviewed the mechanics, animations, and visual references the team built. Then came the feedback every builder hopes to hear: _she loved it_. For a team that had spent weeks researching lore, studying gaming communities, testing prototypes, and refining interactions, it was a powerful validation. We had, indeed, achieved our goal of creating bite-sized moments of genuine skill and immersion - “snackable mastery” - that felt true to the Xbox titles. ## The promotional game trend will continue As games continue to expand into loyalty programs, brand activations, training platforms, and digital products, more organizations will look for ways to incorporate play into their customer experiences. Whether you're designing for gamers or any other enthusiast audience, the same principle ArcTouch has followed through all the digital apps, websites, and connected products we’ve created through our 18-year history: Understand what people care about, identify the details that matter, and validate your assumptions through research and testing. Users (and gamers) can tell when you've done the work. And they can tell when you haven't. The best interactive experiences don't simply borrow the aesthetics of a community. They respect the things that the community cares about. In the end, that's what authenticity looks like. ## The Power of Play At ArcTouch, we design casual games, interactive challenges, and gamified entertainment that drive brand loyalty. If you're looking for a creative way to engage your customers, [let's talk](/contact) about how a custom interactive experience could benefit your brand. ## Article Author: [LL | Luan Lopes | Product Manager](/blog/author/luan-lopes) ## Tags: [Game](/tag/game) [Marketing](/tag/marketing) [Web Development](/tag/web-development) ## Subscribe for more insights Get our newsletter in your inbox. ## Related posts [AI is the new front door for mobile apps | Apple and Google want Siri and Gemini to be the primary digital interface. But here's why your app experience is more important than ever. | 5 min. read - August 11, 2026](/blog/ai-app-interface) [‘Vibe with Me’: Our AI coding camp for product designers | How ArcTouch designers use AI vibe coding tools to build, test, and validate ideas faster | 7 min. read - June 16, 2026](/blog/vibe-coding-prototypes) ## Contact us. ### Let's build something lovable. Together. We help companies of all sizes build lovable apps, websites, and connected experiences.