1UP is now one of the top online gaming websites, with an active community and very loyal user base; it is a subsidiary of UGO Entertainment. Oxford Tech + UX provided strategy, user experience, product management and requirements definition for the platform migration and relaunch of the new 1UP.com website. Oxford Tech + UX’s key contribution was to support user engagement through gamification of this gamer’s reviews and content site, by way of leaderboards, points and rewards. Users, and user content, would also be featured as prominently as Editorial content, to allow greater scale, loyalty and on-site interactions in the face of purely crowdsourced content competitors. Oxford Tech + UX also needed to reconcile the page templates across multiple different systems due to a platform migration from the site’s acquisition by UGO and Hearst. The goal was to maximize efficiency and reusable components while also ensuring the 1UP site was custom-tailored in essential ways for its highly active reader and contributor base.