If you imagine a typical website for the launch of a new game, it would probably have a navigation consisting of rules, products, stockists and a shop. The site would explain what the game was about, provide a little bit of content and then encourage purchase.The brief for the ProJaX site was to avoid this. A craze has to feel like a discovery not a response to a marketing strategy. The site had to help kids make the discovery themselves, that ProJaX are a cool thing. The site cares about one thing and one thing only – the history, personality and powers of the ProJaX.The resulting site was built on a simple principle, this is where ProJaX live. The teams have their own territory and rules, which you have to learn to unlock other areas of the site. Things drop and move like ProJaX do and as you navigate around you are accompanied by a team of Projax you have recruited from the site. When the user enters the site, they enter an intriguing and involving world, the world of Projax.