World Airsoft Games
The championship site that recruits teams, sponsors and crowds.
Launch a world airsoft championship online with no tickets to sell. The site has to win teams, sponsors and a crowd.
Three audiences, three sign-up paths. Rules, energy limits and prize money where team captains look first.
A 4-page Framer site: home, experience, winners, contact. Three-tab sign-up, season tracker, a scroll-driven rifle film, ongoing support.
- What we did
- UX research
- UX/UI design
- Framer build
- Sector
- Sports event
- Market
- Abu Dhabi · UAE
- Platform
- Website in Framer
- Live site
- worldairsoftgames.ae
The insight
Recruit, don’t sell
No tickets to sell. The site has to win teams, sponsors and a crowd.
- ~60teams in 2026Abu Dhabi Media Office, 2026
- 20+nations on the fieldAbu Dhabi Media Office, 2026
- 26.6mAbu Dhabi visitors in 2025DCT Abu Dhabi, 2026
Who it’s for
Four people, four paths
Primary persona
International team captain
Flies a team across the world only if the event is real.
Leads a competitive airsoft team abroad · raises the travel budget
Rules and prize money first. Hype second.
Synthesised from research, not a quote
Goals
- Confirm the event is legitimate and well run
- Check rules, energy limits and format
- Justify travel cost against the prize
Frustrations
- Rules buried or missing on event sites
- Unclear prize money and verification
- Short notice for travel
Behaviours
- Reads rules and joule caps before anything else
- Compares events by prize and nations
- Registers interest, then waits to be verified
What it means for the design
- Rules and caps on the home page
- A payout table per division
- A three-tab interest form
Job to be done
When I’m deciding whether to fly my team to the UAE, I want the rules, dates, prize money and legitimacy confirmed in one place, so I can commit and raise budget.
Sponsor
Needs audience, reach and a clear tier menu before committing spend.
Sponsor wall, partner form with tier field
Local visitor
Wants the date, the place and whether it’s free.
Visitor form with group size
Media
Needs accreditation and story hooks.
Media accreditation in the visitor form
Proto-personas · built from desk research, competitor review and the design file · assumptions to validate with client data
Customer journey
A captain’s road to Abu Dhabi
The international team captain, from first hearing to the podium.
| Stage | 01Discover | 02Evaluate | 03Decide | 04Register | 05Compete |
|---|---|---|---|---|---|
| Doing | Hears of WAG from a rival team | Checks rules, caps, format | Weighs travel against prize money | Fills in the team form | Follows stages and results |
| Touchpoints | Rival teams, federation socials | Home, divisions | Winners, payout table | Team form, email | Event days, Winners page |
| On their mind | Is this event real? | Do our replicas meet the caps? | Is the prize worth the trip? | Did our entry go through? | Where are the results? |
| Feeling | |||||
| Pain points | Is this event real and serious? | Rules buried or missing | Travel cost vs prize unclear | Long forms, no confirmation | No single place for results |
| Opportunity → design | Broadcast-style hero, sponsors, 20 flags | Divisions with rules and joule caps on home | Payout table per division | Three-tab sign-up: team, visitor, partner | Winners page as a season tracker |
Current-state journey · Proto-journey from desk research and the shipped design · to validate with client data
User flow
Register a team
From the countdown to a verified entry.
- 01Home · countdown
- 02Division rules and caps
- Team, visitor or partner?Visitor → free pass form
- 03Team form
- Coordinator verifies the team
- 04Season tracker
Home
Opens like a broadcast
Field film, live countdown, then prize, divisions and rules.
Signature moment
Hundreds of parts. One rifle.
Scroll strips an M4 down to its parts. Drag to compare.
Divisions
Rules before flights
Format, numbers and energy caps, where captains look first.
Sign-up & results
Join the season
Three-tab sign-up. Winners tracks the season stage by stage.
Experience
Built like a deployment
Mission, vision and history, shot at the 2026 edition.
Design decisions
Every choice has a reason
What we chose, and the evidence behind it.
- 01
Interest forms, not tickets
Teams are verified and spectators get in free. So the site collects interest by audience instead of selling.
Ticket Tailor event page, 2026
- 02
Rules on the home page
Captains check eligibility first. Joule caps, zones and formats sit where they look, like serious milsim sites.
Battlegroup and Lion Claws sites
- 03
Flags and a payout table
Travelling teams need proof of scale and money: 20 nations and a prize split per division.
Abu Dhabi Media Office, 2026
- 04
A military-terminal intro
Brand theatre for a young, gaming-adjacent audience. The boot screen sets the tone and can be skipped.
Our interpretation
