Case Study: Call of Duty Elite

4 Posted by - January 22, 2013 - Case Studies, Community Platforms, Featured On Homepage

Home Page
Here is the home page players see when they log into Call of Duty Elite via their PC (it is also available via console and smartphone). Below the promotional carousel at the top of the page, users will find numerous tiles that direct them to the site’s core features. We’ll go through the most important ones to address how they fit in to Call of Duty Elite as a whole.


The biggest and most prominent button on the home page is the player data, or “Career” section in the upper-left. This area allows users to examine their current in-game statistics and player data, and effectively serves as the core of the Call of Duty Elite experience. Call of Duty Elite is all about comparing statistics with other players and learning to become a better player, and users will find all of the data they’re looking for on their designated Career page.

From a community-building perspective, this segment of the site gives users a means of engaging with the Call of Duty games in a brand-new way, even when they’re away from their console. It gives them up-to-the-minute updates on their latest kill streaks and records, and this pool of data helps keep the most dedicated Call of Duty players invested in their online multiplayer competitions.
When users first visit their Career page, they’ll find their current level, their kill/death ratio, and other key stats. It also lets them calculate their estimated time to reach a certain level of “Prestige” (Players earn a “Prestige” badge when they hit the level cap of 55 and start again from scratch).
For players looking to improve their Call of Duty skills and beat their virtual rivals, the Career page lets them identify their strengths and weaknesses and prepare for their next online match. Players can further hone their abilities by examining “heat maps” of previous matches to learn about choke points and common ambush locations on the game’s numerous maps.
The Career page also includes tabs that showcase a player’s history using certain weapons. They can also check out areas that detail their completed in-game challenges, and they can compare their multiplayer stats to the global leaderboards or to specific friends that they add on Xbox Live, PlayStation Network, or directly through Call of Duty Elite. This feature is intended to further engage users by allowing them to compare themselves to their friends and compete with others even when they’re not playing the game.

While the service encourages comparisons and competitions between players, however, this section of Call of Duty Elite does not allow users to contact each other directly, so players can’t easily contact their rivals or issue challenges to their friends. The service might boost engagement by providing new data to Black Ops II players, but Call of Duty Elite doesn’t allow for much social dialogue between its users.


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