The brief

The original Pimp my Ride is one of the most popular games that has appeared on mtv.co.uk.

They approached us wanting a refresh to accompany the new series. The brief was simple - more of the same, but better.

Our approach

We started with some research.

Asking a bunch of game-players what they thought of the original game gave us some good insight. Even more valuable was watching them play it.

The biggest improvement we implemented came from observation - the car's handling. Adding in the ability to go up and down onto different levels, banked corners and drifting all contribute hugely to the experience.

These weren't things that people were asking for, but seeing them play told us it's what they wanted. That combined with a completely re-designed level, secret areas and new power-ups brings the game bang up to date and inline with what game-players expect.

The result

The initial feedback is great and MTV are very happy.