- Photography, Social Media, Web Design, Web Development
Table of Contents
Let's Make Your Digital Experiences Easier
SUMMARY
Built for What's Next
American Pinball creates innovative pinball machines that combine intricate artwork, immersive gameplay, and cutting-edge technology. But its existing website no longer reflected the same level of craftsmanship and innovation that went into its products.
Funworks Media set out to change that, completely reimagining American Pinball's digital presence with a modern, visually immersive website that puts its machines front and center. The transformation was dramatic, but the biggest improvements went far beyond what visitors could see.
Behind the new design, Funworks Media developed a scalable architecture built around reusable templates, dynamic content, and streamlined content management.
The result was a website designed to grow alongside American Pinball, making it easier to introduce new games, manage product information, publish content, and deliver a consistent experience across devices. We didn't just build American Pinball a better-looking website. We built a better way to manage one.
THE PROJECT
A Digital Experience Worthy of the Games
American Pinball's machines are anything but ordinary. Each game features its own artwork, gameplay mechanics, editions, accessories, and technical specifications, creating a unique set of challenges when presenting them online.
The company's website needed to capture that individuality without sacrificing consistency or becoming increasingly difficult to maintain as its catalog expanded. A traditional approach of building every product page independently would create unnecessary work, inconsistent layouts, and complications whenever changes were needed across multiple games.
The challenge was balancing creative freedom with technical efficiency. American Pinball needed a digital experience capable of presenting its products with the visual impact they deserved, while giving its team a practical way to manage games, photography, videos, documentation, news, and product information. The goal was to create a website that could evolve with the business rather than require extensive redevelopment every time the company introduced something new.
THE APPROACH
Custom Where It Counts. Consistent Where It Matters.
Funworks Media approached the redesign with a guiding principle: a website should be as easy to manage as it is impressive to experience.
Rather than simply refreshing the appearance of American Pinball's existing website, we rethought how its content, products, and digital experiences should work together. Every game American Pinball creates has its own personality, artwork, features, and editions.
We developed a flexible system that allows each machine to stand out visually while maintaining a consistent experience across the website.
Behind the scenes, we engineered a scalable content management structure that simplifies updates, reduces repetitive work, and makes it easier to introduce new products without rebuilding pages from scratch.
We also considered how different audiences interact with the brand. From collectors exploring game features and accessories to distributors accessing product information, the website needed to make important content accessible without compromising the immersive experience.
Throughout the project, we balanced visual storytelling with usability, performance, and long-term flexibility, creating a digital platform designed to support both American Pinball's customers and the team responsible for managing it.
The goal wasn't just to build a website that looked better on launch day. It was to build one that would continue working better long after.
THE RESULT
A Website That Works as Hard as the Machines It Showcases.
Launched in July 2026, American Pinball's redesigned website introduced a dramatically improved digital experience built to support both the company's existing catalog and future product launches.
The new platform combines visually rich product presentations with a more organized, maintainable technical foundation. Instead of creating every new game page from scratch, American Pinball can build on established templates and structured content, reducing repetitive work and helping maintain consistency throughout the website.
The value of that approach became particularly clear with the launch of Cirqus Voltaire™ in August 2026. With the new website already in place, Funworks Media was able to support the release through a dedicated game page, homepage features, sitewide announcements, and supporting news content.
These elements worked together to create multiple paths for visitors to discover the new machine and explore its features. On launch day, American Pinball recorded 2,695 new website users, more than 20 times its pre-launch daily average. While that surge reflected the broader excitement and marketing surrounding the release, the redesigned website provided the digital infrastructure to showcase the product and accommodate the attention.
What began as a website redesign had become a platform capable of supporting major product launches.
THE IMPACT
Today's Players, Tomorrow's Releases.
The American Pinball redesign demonstrates what happens when creative design and thoughtful development work together.
A Premium Digital Experience
Transformed American Pinball's online presence with immersive visuals, engaging product pages, and a modern interface that better reflects the craftsmanship of its machines.
Scalable Website Architecture
Created reusable templates and structured content systems that support new game releases, product variations, and expanding content without requiring a complete redesign.
Simplified Content Management
Made ongoing updates more manageable by separating product information from page layouts, reducing repetitive work and helping maintain consistency across the website.
Integrated Business Systems
Connected important digital touchpoints, including product information, e-commerce, dealer resources, lead generation, and analytics, within a cohesive platform.