Beatstar was a hit mobile rhythm game where players tap to the beat of popular songs. It amassed nearly 100 million downloads and had a player base of over 60 million users globally. As Art Lead, I was responsible for creating key visual assets that supported player progression, monetisation, and long-term engagement.
Tools used
Challenge
The Tour Pass is Beatstar’s monthly progression system, featuring free and premium reward tracks. Each month required fresh, thematic artwork to promote the new Tour Pass while remaining visually consistent with the game’s overall brand.
Solution
I designed the monthly Tour Pass key art, crafting bold visuals that tied into each month’s theme, featured artists, or seasonal events. The artwork served as the first impression of new content, appearing in menus and promotional materials.
Once the key art was approved, my next task was to design and mock up the art in-game, and create the 'merch' that came with each Tour Pass. Below are two examples of how the theme of each Tour Pass dictated the feel of the merch that came with it.
Impact
The Tour Pass artwork became a central visual driver of excitement for returning players, helping reinforce the monthly rhythm of content updates while keeping the presentation fresh and cohesive.
