For years we have worked alongside Milestone in creating digital experiences that maximize the promotion of their racing titles with official MotoGP™, HotWheels™, Monster Energy® Supercross and many other licenses. The most recent need was clear: to overcome the fragmentation of product sites and build an online presence capable of growing over time, maintaining the personality and strength of each franchise, without losing consistency, control and measurability on the corporate side.
Website orchestration strategy
We designed a "hub & spokes" architecture: a central hub as an institutional and strategic access point, with linked and independent product sites, each with its own tone, aesthetics and content tailored to its audience. There is a single direction, but the experience is modular: shared guidelines, reusable components and a management system that allows different teams (internal and external) to work in parallel, with fast turnaround and aligned quality standards. The result is an orderly, scalable ecosystem ready to welcome new releases, updates and campaigns.
UX/UI Design – Hub Site
For the Milestone hub we built an experience oriented to business and HR needs, with a clear narrative of the brand, its values and portfolio, and a structure designed to improve the usability of institutional content. The design is minimal but distinctive, with priority given to readability, information hierarchy and a navigation path that guides different users (partners, press, candidates) towards what they are looking for directly, without friction.
UX/UI – Game website
For the individual game sites, we left room for the character of each franchise, taking care of branding, visual rhythm, micro-interactions and "wow" moments consistent with the game's imagery. The goal is to transform the page into an experience: to bring out features, modes, editorial content and media (trailers, screenshots, news) with an immediate and engaging visual language, always maintaining a balance between creative impact and usability.
Web Development – Frontend
On the frontend, we worked to make the ecosystem fast, fluid, and consistent, even when the experience requires custom animations and interactive components. We paid great attention to performance, SEO, responsiveness, and accessibility, with a structure ready to handle traffic peaks related to reveals, launches, and campaigns. In parallel, we prepared a solid foundation for measurement: event tracking, data layers, and integrations with analytics tools and tag management, so that every relevant interaction is readable and actionable.
Web Development – Backend
At the backend level, we set up content management designed for orchestration: clear governance, roles and permissions, editorial workflows, and the ability to quickly update hubs and product sites without constant code changes. The system was designed to support collaboration and localization, as well as cooperation with international digital marketing agencies involved in the franchises, making it easier to coordinate assets, campaigns, landing pages, and tracking activities.
About Milestone
Milestone is one of the leading Italian companies in the world of racing games, based in Milan, with a globally recognized portfolio thanks to original IPs and some of the most important official licenses in the sector. Their ability to combine technical expertise, motorsport culture, and attention to detail is also reflected in how they communicate their titles: for this reason, the digital project had to live up to that: not just "beautiful," but capable of supporting the evolution of the brand and its releases over time.
