Fallen Sword II — One page to launch a sequel
A pre-launch landing page for the spiritual successor to a beloved browser MMORPG. One page, three storefronts, and three jobs to do at once: drive wishlists, capture name reservations, and give press a clean place to grab assets.
Role
Lead designer
Timeline
4 weeks · 2025
Tools
Figma
Status
Live — fs2.game
The brief
A single page that had to convert, inform, and serve press.
I was asked to design the launch landing page for Fallen Sword II ahead of the wishlist campaign. The brief was deliberately scoped to one page — no marketing site, no blog, no docs. Just one URL doing all of the pre-launch work.
The non-negotiables were the conversion features: a wishlist CTA wired to Steam, App Store, and Google Play; a name reservation flow so returning players could lock in their character name before launch; a press kit download for journalists; and a Media section showing off the world. All of that on one page, on mobile and desktop, without it feeling like a bullet list.
One page. Three storefronts. Press, players, and lapsed fans all reading the same URL.
Process
How I got there
01
Pinned down the job
The brief was a single landing page to launch alongside the wishlist campaign. It had to do three things at once: convert visitors into wishlists, give press a clean place to grab assets, and let returning players reserve their character name before the game went live.
02
Mapped the storefronts
Wishlists meant Steam, pre-orders meant the App Store, pre-registration meant Google Play. Three platforms, three different button systems, and three legal logo rules. I planned the hero around making all three feel like equal options without turning the page into a row of badges.
03
Built the story spine
The game team had key art and a list of pillars they wanted highlighted: the world, the combat, the dungeons, the classes, the guilds. I structured the About section as alternating feature blocks so each pillar got its own moment with art, instead of a cramped feature grid.
04
Designed for press and fans in one section
Press kit needed to be one click away, but it also had to live next to media that excited regular visitors. I designed a Media section that doubled as the press hub — gallery, trailer, and a quiet press kit download that a journalist could find without anyone else having to wade through it.
Key decisions
Four calls that shaped the page
01
Wishlist as the only hero CTA
The page exists to drive wishlists. Everything else is downstream of that. I made “Wishlist Now” the headline and the buttons — Steam, Google Play, App Store — sit underneath as one row. No competing newsletter signup, no “learn more” button stealing the click. If you do nothing else on the page, you wishlist.
Desktop mockup
02
Reserve Your Name as a second conversion
Wishlists are passive. A name reservation is a commitment — it's the player saying “I'm playing this on day one.” I designed it as its own section with weight, not a footnote, so visitors who already wishlist have a second action to take. It's also a clean email-capture for the team without dressing it up as a newsletter.
Desktop mockup
03
Press kit hidden in plain sight
Most game sites either bury the press kit in a footer link or put a giant “PRESS” button on the homepage that nobody clicks. I put the download in the Media section between the gallery and the trailer — high enough that journalists find it instantly, contextual enough that it doesn't shout at fans.
Desktop mockup
04
Alternating feature blocks instead of a grid
The About section had six pillars to communicate. A 3×2 grid would have flattened them into bullet points. Alternating image-left / image-right blocks gave each pillar its own breathing room and let the team's key art do the heavy lifting — which is what people are actually here to see.
Desktop mockup
Final designs
Where it landed
The page is live at fs2.game. Wishlist, name reservation, and press kit all sit on the one URL the team needed.
Outcome
What I learned
A landing page like this looks small on paper — one URL, a handful of sections — but the constraint is the work. Every section had to earn its place because there was no second page to fall back on. Cutting was harder than designing.
The biggest lesson was treating the storefront row as one decision instead of three. Steam, Google Play, and App Store each have their own button rules and visual weight, and trying to make them all equal would have produced a stripe of competing badges. Picking the hierarchy — Steam first because it carries the wishlist verb — let the other two sit underneath without fighting.