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A forward-thinking game studio within Ubisoft set out to inspire a wave of original content, leveraging new and existing IP, to create fresh game concepts. They envisioned an all-studio ideation experience that welcomed contributions from everyone: developers, designers, and non-creatives alike.
The goals were clear: tap into the full spectrum of talent across the studio and surface as many viable game ideas as possible. However, they had never attempted ideation at this scale before, nor had they tried such a radically inclusive approach to game development.
We partnered closely with the studio to design Game Lab, a full-day, all-hands experience built around experimentation, creativity, and practicality. Together, we defined what a strong game pitch looked like—balancing imaginative freedom with clear criteria.
The program captured ideas from across the studio, used democratic voting to elevate the most promising ones, and helped small groups shape these into game prototypes. The day culminated in a pitch-back session where the top eight ideas were selected for further development.
The entire experience was purposeful, practical, and yes—playful. Each participant even received a lab coat to embody the spirit of experimentation from start to finish.
Ubisoft wanted their team to collaborate and connect to generate great new game ideas. The participants gave feedback which showed they found the experience not only enjoyable but also that this goal was achieved.
"Overall, I enjoyed this experience."
"The Game Lab was a good use of my time."
Participants found the format effective in generating new ideas.
All ratings are based on a 5-point likert scale (1 to 5), with 5 being the highest.
