It’s game on for Brand Licensing Europe 2019

It’s game on for Brand Licensing Europe 2019 with the launch of a new Gaming & eSports Activation in partnership with PowerStation Studios

Located in the Brands & Lifestyle Zone at BLE, the Gaming & eSports Activation will offer a colourful, innovative and interactive gaming experience for visitors, including an AR-powered Character Mural and Gaming Timeline bringing to life beloved gaming brands and icons from the last 40 years.  

Designed as a blank canvas for gaming brands to celebrate their licensing success stories, the new activation will use a tech-forward approach to help educate BLE visitors on how brands can successfully turn IPs from screen to shelf.

“This stand will celebrate the success stories from across the world of interactive entertainment,” explained BLE event director Anna Knight, “providing retailers and licensees with an exciting introduction to the many potential opportunities associated with videogame licensing.”

The BLE Gaming & eSports Activation will also feature multiple collaborative opportunities available exclusively to exhibitors, with PowerStation working with each partner to provide creative, tailored solutions. Opportunities include: 

Booth takeovers

Featuring fully customisable booths communicating each partner’s brand IPs and narrative, brand takeovers will be at the core of the stand:

AR-powered gaming mural

Occupying an entire side of the activation, a visually-powerful, BLE-exclusive gaming mural will feature iconic characters from partners and AR triggers to let visitors explore brands in more depth and encourage maximum sharing across social media platforms. Brands can also use the mural to hide cool Easter eggs for fans to discover.

AR-powered gaming timeline

Taking over theopposite side of the stand, a colourful, interactive timeline will show visitors how gaming has evolved over the years with AR triggers available for partners to communicate key announcements, brand differentiators and messaging to visitors, as well as drive traffic to their booths.

Photo opportunity area

A 4-metre squared area ripe for a fun, Insta-friendly, game-focused brand installation that will make visitors smile.

Branded rich media content

The activation area will feature a powerful 3500 mm x 2500 mm screen showcasing exhibitors’ trailers, sizzles, collabs and news to visitors throughout the duration of the show.

On demand, customised shirt printing

Visitors will be able to design a custom T-shirt using BLE-exclusive assets and icons from participating brands for a unique take-home memento.

BLE event director Anna Knight commented: “The games industry is incredibly innovative, creative and strong. The UK games sector alone was valued at £5.7 billion in 2018*, bigger than any other entertainment industry. A growth of 10.3 per cent made 2018 the biggest ever year for gaming software and consumer spend on wider game culture (including licensed merchandise) topped £109 million. As for eSports, this is a phenomenon that no one really forecast. It has amassed a global viewing audience of 385 million and estimates project that the global market will exceed $1.6 billion by 2022. The brand licensing opportunities for brands, manufacturers and retailers in the gaming sector are wide open and far from realised. This brilliant interactive feature at BLE will help to convey the potential this industry offers to the entire licensing marketplace.”

PowerStation managing director Dave Collins added: “We’re honoured to partner with BLE 2019 on this new activation. The games industry is in our blood and core to everything we do, so we’ve loved having the chance to draw from that expertise to create an experience at BLE that promises to be something truly special.”


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