Game on for BLE 2019

Gaming and Esports activation will throw the world’s biggest entertainment medium into the spotlight, with AR experiences, photo opps and more

Written by Rhys Thomas

Posted 27.06.2019 | Events

Game on for BLE 2019 thumbnail

Video games and esports will be thrown into the spotlight at Brand Licensing Europe 2019 with the launch of a new Gaming and Esports activation in partnership with PowerStation Studios.

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.

Located in the Brands & Lifestyle Zone at BLE, the activation will aptly offer interactive experiences for visitors, such as an AR-powered character mural and gaming timeline bringing to life beloved gaming brands and icons from the last 40 years.

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

“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.

“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.”  

The BLE Gaming and Eports Activation will also feature multiple collaborative opportunities for exhibitors, with PowerStation providing solutions for custom stands, augmented reality experiences, photo opp areas, and a hi-resolution screen showcase trailers, sizzles and collabs to attendees.

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


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