The design is not referring to game's visual style. It’s also hard to understand what is this website representing.
“The old version” of the game is still the most successful but the website is guiding the user to start with Elasto Mania II, which is far less popular.
It’s hard to find the payment form. It takes 3 clicks and going through some inline links to find it. Also, the payment forms don’t look trustworthy.
Since I haven’t designed for the game industry before I looked at the competitors of Elasto Mania and some of the old games, to develop an understanding of design patterns in that field.
Most gaming websites use dark themes and lots of visuals from the game.
Very distinctive, geometric, bold typography appears within the gaming websites.
Videos showcasing the game flow are an essential part of most gaming websites.
The main character from the game.
All maps are created using sharp-edged polygons.
The combination of neon green and dark blue is dominating in the maps.
One page is enough. The existing website had separate pages for every game version with very little content, no hierarchy and too much text. All this information could fit on a single page.
Highlight the most popular version. The oldest, but most popular version is on top and the website design is referring to its stylistics.
Videos for all versions. It makes it easier to understand the game, with previews next to each version within a single page.
Make the website design refer to the game. I used the neon colour and the sharp edges to refer to the game style.
Make it easy to buy the game. I placed visible buttons to purchase the games straight from the home page.
Highlight the community. A great advantage of Elasto Mania is its active community. I created a section with links to various forums, game battles and unofficial patches.
New logo. I quickly developed the logo, by tracing the bike from the game and combine it with the name, to give the current logo more identity.
It is still too early to say if and how the new design influences sales. However, the redesign was positively received among the existing users.