Square Enix: E3 2016

Stealing the spotlight on gaming’s biggest stage

INSIGHT

Attendees in search of the Square Enix narrative for 2016 were potentially overwhelmed by the diverse collection of over 20 game titles, many with multiple extensions (movies, anime, etc.), being showcased in the maelstrom of E3.

STRATEGY

Create a compelling guest journey from the outside in to showcase the unique Square Enix collection of titles—“Something for Everyone.”

CREATIVE

Each AAA title, and its extended family of products, drew guests into an amazing core of smaller universes, each featuring hands-on gaming experiences. The booth featured 96 demo stations flanking a live theater where rotating demos and presentations rolled. Surprise guests made appearances to discuss and demo games on the main stage as well as autograph stations activated next to iconic displays of gaming artifacts. The experience also included a live-streaming broadcast center to bring in online viewers and a fully operational executive business center to cater to VIPs.

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