MoviePass wanted to re-ignite moviegoing culture with a web3 twist—an online fantasy game where fans could draft, trade, and wager on the real-world success of films and studios. We were brought in to transform an ambitious blockchain idea into an accessible, cinematic experience. The result: a sleek, game-driven platform that fused Hollywood glamour with web3 mechanics, without ever feeling like crypto.
Most fantasy-style experiences feel like spreadsheets wrapped in neon. We reimagined Mogul as a world alive with cinematic energy—bright, fast, and rewarding. Through careful UX design and tone-of-voice strategy, we balanced the fun of competition with the credibility of movie analytics. Every screen pulled players deeper into the story of their portfolios: producers, directors, and studios they “drafted” became part of a shared, social Hollywood metagame.
The challenge was to merge two wildly different audiences: film enthusiasts who wanted entertainment, and crypto users who wanted tokenized reward systems. Early prototypes leaned too hard into blockchain jargon—losing the very audience MoviePass wanted to attract.
We needed to design a game that felt cinematic first and decentralized second—accessible enough for casual players but deep enough for veterans of the space.
We kicked off by mapping audience motivations—fantasy gamers, film buffs, and crypto traders. Our insight: everyone wanted to “play producer.” That became our core loop—owning, trading, and competing over film projects for bragging rights and rewards.
Audience segmentation research
Competitive analysis across film and fantasy genres
Brand tone & emotional strategy workshops
Player motivation framework
We simplified token use into a clean reward loop — draft films, earn reputation, gain $MOVIEL tokens. Tokens could unlock perks, exclusive screenings, or future NFT collectibles. The interface kept it transparent: progress bars, simple conversions, no jargon.
Token economy modeling
Information hierarchy
Wireflows and interaction logic
Game-loop UX prototyping
We built a visual world that merged cinematic spectacle with crypto minimalism. Typography drew from movie posters; motion cues referenced studio title sequences. The interface shimmered with red-carpet polish—modern, confident, a little mischievous.
UI system design
Branding & motion studies
Iconography & microinteractions
Prototype-to-dev handoff
Mogul lets players “own” movies before they hit theaters—tracking box-office performance, earning points, and trading film assets like fantasy stocks. A Hollywood league for the web3 age, built for fans, not financiers.
Mogul reframed what web3 gaming could be: entertainment first, blockchain second. It became a touchstone for MoviePass’s next generation of loyalty-driven experiences—proof that decentralization can feel cinematic, not technical.
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