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.