Objective

Play is the most authentic way to connect the dots between people, ideas, and joy.

As part of the Billionaire Blast Off campaign, Firefox needed a way to bring the campaign’s ideas to life through participation rather than messaging. The campaign came to an apex at TwitchCon 2025, a Gen Z–native event whose community dovetailed perfectly with Firefox’s values: go ahead and be exactly who you want on the internet.

We created a tentpole gaming experience that could:

• Legitimize Firefox’s presence at TwitchCon
• Tie the campaign concept together in a way that felt playful and funny
• Be easy to learn, infinitely repeatable, and social
• Be educational without being preachy or overly brand-forward
• Exist both physically and digitally

Gameplay became the engine of participation. Data War, a custom physical-to-digital game, let players battle billionaire control through card play, strategy, and social sharing. The game extended naturally into digital spaces, encouraging repeat engagement and community involvement.

Insights

• Mistrust of Big Tech - 62% of teens lack confidence tech companies will protect their mental health and saftey against profits.
• Satire and Play as Coping Devices - GenZ gravitates toward meta-humor and self aware content that winks at itself, distrusting scare tacticts while preferring to learn through interactive and gamified experiences.
• Growing Desire for Physical Media - GenZ are leaning into physical objects and reviving outdated media as a more tangible and permanent way to preserve nostalgia and display badges of honor. 
• Values-Adjacent Activism - GenZ isn't averse to taking a stand, but they go about it in an online and community-first ways that require effortless participation with brands that align with their values. 
• Cozy Interactions - The rise of "cozy gaming" reinforces the importance of interactive engagement that is both comfortable and repeatable without feeling monotonous.

Data War, the casual, chaotic, clever, and comedic card game at the center of the Billionaire Blast Off universe, was created to do exactly that.

Strategy

We produced two versions of Data War: a physical deck of cards and an online digital version.

Data War: Physical Edition
Fast, fun, on brand. Choose three.

Data War Physical Edition is a real-life card game that crosses the foundations of War with the chaos of games like Exploding Kittens and Slap Jack. The mechanics balance the chaotic evil of billionaire misbehavior with the chaotic good of Firefox’s populous heroism, resulting in a game that packs playability and perspective into a slick, portable 74-card deck.

The game was produced in just five weeks total. From concept to physical product, everything happened fast. We launched Data War at TwitchCon 2025, placing 22,000 expansion packs in attendee merch bags. This drove players directly to the Firefox booth to grab a free deck, learn how to play, and immerse themselves in the Billionaire Blast Off story.

Under the Hood
Engineered for chaos.

Despite the tight production timeline, Data War was treated like a true game product. Our in-house game designers printed prototypes, mapped probabilities, tested card types, balanced effects, adjusted conditions, and rewrote rules in real time.

We play-tested relentlessly with multiple player groups until we hit the right balance of chaos, clarity, and communication. To go even deeper, we built a custom GPT-powered play simulator to surface hidden edge cases and stress-test the system.

When tables collectively yelled, laughed, or demanded a rematch, we knew the game was working.

Data War: Digital
Extending Data War to digital meant adapting with purpose. We built a free-to-play, browser-based edition designed to be just as fun, chaotic, and replayable as the physical game—even when played solo.

We leaned into digital-first features like mini-games, animation sequences, music, sound effects, story beats, and quick-hit play sessions, while streamlining the ruleset for speed and accessibility.

The digital version was brought to life using a blend of traditional development and AI-enhanced workflows in just over a month, allowing Data War to conquer the browser as quickly as it conquered the table.

Results

“TheBigBois team got hands-on with the game at the Firefox Booth on Saturday, where we quickly realized this satirical card game is far more than just a clever marketing stunt. It’s a genuine blast, and it carried the energy of the event right back to our hotel and out to the Block Party.”
- The Big Bois Game Reviews

“It's a fun, satirical way to expose the hidden business of your data and flip the script on Big Tech.”
- Bleeding Cool

“It’s chaotic, it’s funny, and it’s such a clever way to remind us that we should be in control of our data, not big tech.”
- @latinatechbestie / TikTok

Data War became a central point of entry into the Billionaire Blast Off campaign.

At TwitchCon, the physical game drew consistent crowds, repeat players, and organic sharing as attendees learned the game, taught others, and came back for rematches. The distribution of expansion packs helped turn the game into a social object that traveled beyond the booth and throughout the event, with 30,000+ unique high quality impressions and dozens of advocates for the game and brand created on the spot.

The digital edition extended the life of the game beyond the convention floor, allowing players to engage on their own time while staying connected to the broader campaign universe.

Across both formats, Data War proved that when you invite people to play, rather than explain, they’re more willing to engage, learn, and participate.

Media