Dwell created a penalty shoot-out game for Esquire Weekly's 12 June issue, which was published on the opening day of the World Cup.
With the reader flicking their finger to hit the ball at moving targets in the net, the game was simple to play yet difficult to achieve high scores and therefore became highly addictive. We included a time limit of 20 seconds and a leaderboard for readers to log their high scores (and to win prizes), and Esquire Weekly have seen great interaction with their target audience with large numbers of readers playing again and again.
The team at Esquire Weekly have also found the game extremely moreish, describing it as being 'more addictive than crack' and at the top of their list of "things we learned making issue 39".
