Activision & Blizzard's E3 Experience
Submitted by NCompass International
For the first time this year, video game publishers Activision and Blizzard exhibited as one entity at E3 to position themselves as the industry leader. For the exhibit, NCompass designed an experiential space that measured more than 17,000 square feet and was meant as a thrill ride. The exhibit’s footprint included an immersive 190-degree, 122- by 22-foot curved screen; 24 projectors were custom mapped to fit the wraparound screen, where uniquely choreographed shows for each of the four featured game titles played on a schedule meant to increase foot traffic. To engage crowds, the theater lit up minutes before each show, drawing passersby onto the elevated viewing platform, which had vibration motors that were programmed to be queued by on-screen content—a setup typically only found in permanent theme park installations. Wind, smoke, pyrotechnics, and four industrial robotic arms moving huge monitors rounded out the drama. The exhibit garnered closed to 100 million impressions, dominating social media.
Near the new kayak and canoe section of the show floor, organizers created the Paddle Lounge, with colorful coolers functioning as the base for the bar that served coffee from Commune & Co.
