Activision and Sybo among first players for BLE’s The Arcade

The interactive activation will throw a spotlight on video game and esports licensing at this year's event

Written by Rhys Thomas

Posted 20.08.2019 | Events

Activision and Sybo among first players for BLE’s The Arcade thumbnail

Video game IP will be thrown into the spotlight at this year’s BLE in the show’s first activation dedicated to interactive media and esports.

Called The Arcade, three heavyweights in video game licensing have become the first partners to sign up to the activation: Call of Duty developer Activision, mobile gaming giant Sybo, and Bioworld, a leading apparel and accessories licensee.

Naz Cuevas, Chief Commercial Officer at Sybo Games says: “As a pioneer of mobile gaming, it made complete sense for Sybo Games to be part of this celebration on the evolution of the industry. Technology is playing a deeper role in how fans consume entertainment, and gaming is an obvious vehicle to deepen brand connections. We are really excited to be partnering with PowerStation Studios on The Arcade”.

As well as exhibiting some of the most influential players in the industry, visitors will find a selection of gaming memorabilia and a 14-metre long timeline celebrating the evolution of gaming, with icons and key milestones over the past 40 years, from Pong to PSVR - PlayStation's virtual reality headset - and everything in between.

In the spirit of a true arcade, there will be multiple opportunities to get hands-on and play some of the latest games on the market, as well as reminiscing over the classics.

The activation has been developed in partnership with PowerStation, a leading creative agency, whose co-founder Dave Collins says: “With gaming at the core of what we do we’ve loved having the chance to draw on our expertise to create a really special, immersive experience for visitors at BLE. The sheer scale of the games industry globally and it’s continued rapid growth mean it has huge potential for licensing, and we are looking forward to showing the size of this opportunity in a really fun way.”

PowerStation Studios will also be arranging retail tours each day of the show, with representatives from each sponsor brand being on-hand to talk through the carefully curated content.

L.O.L. unwraps Uniqlo collab thumbnail

L.O.L. unwraps Uniqlo collab

Fashion collection launches exclusively at the fashion retailer as part of its UT label this April

Hello Kitty joins Team USA this Olympics thumbnail

Hello Kitty joins Team USA this Olympics

Collaborative Tokyo 2020 collection will include co-branded apparel, toys and novelties, accessories and more, launching this summer

Bob Iger steps down as Disney CEO thumbnail

Bob Iger steps down as Disney CEO

The Disney chief will remain on until December 2021 as executive chairman, and is replaced by Bob Chapek, former chair ...

Press Releases

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year