Google Play Japan levelled up their celebration of Tokyo Game Show 2025 with an online iteration of Diamond Ship.

PHQ extended the energy of Tokyo Game Show 2025 for Google Play Japan by taking Diamond Ship online. Mirroring the live booth experience, this web-based shooter game challenged players with fast-paced arcade mechanics set within dynamic, IP-inspired universes.
As a digital extension for Japan's largest game festival, Diamond Ship translated the event's excitement into an interactive web experience that attracted 74,700 unique visitors.
PHQ led the animation and technical development, crafting seven IP-bespoke maps and motion pixel art to deepen the connection with the gaming community.
These immersive worlds, featuring hidden boss battles, generated 242,000 total plays and engaged users for an average of 7 minutes and 16 seconds.
A strategic prize structure reinforced the value of Google Play's loyalty programme by rewarding dedicated players with IP merch, converting player attention into 257,000 click-throughs to the Google Play Store.
From concept to construction, a multi-layered gameplay structure incorporated challenging elements and retro-style animations designed to surprise and reward players, delivering a deeply immersive user experience.

The visual style balanced nostalgia and innovation. We reimagined static IP assets as dynamic elements within a living arcade ecosystem. The retro-futurist aesthetic harmonised the identity of Google Play titles with visual tropes of 8-bit space shooters, ensuring the web experience felt visually consistent with the physical installation at TGS.
To deepen player engagement, we identified where additional animation would add value. Seven distinct maps, hidden stages, intense boss battles, and the addition of public and secret leaderboards, were infused with additional animated features to strengthen the immersive feel, even from home.
Built from scratch with Phaser 4 and Matter.js physics, the game feels precise and highly-responsive. A custom Tiled map editor integration allowed for attack pattern and level refinement, a technical foundation that was crucial for balancing difficulty and playability.
To ensure total immersion and playability, we iterated game variables throughout development. By adjusting game mechanics like the boss attack angles and frequency, we optimised gameplay to hit the sweet spot between difficulty and delight.
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