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Game on at BLE

It’s game on for Brand Licensing Europe 2019 (October 1-3, Excel, London) with the launch of Gaming & eSports Activation in partnership with PowerStation Studios.

Located in the Brands & Lifestyle Zone at BLE, the Gaming & eSports Activation will offer a colourful, innovative and interactive gaming experience for visitors, including an AR-powered Character Mural and Gaming Timeline bringing to life beloved gaming brands and icons from the last 40 years. 

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.

“This stand will celebrate the success stories from across the world of interactive entertainment,” explained 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.

“As for eSports, this is a phenomenon that no one really forecast. It has amassed a global viewing audience of 385 million and estimates project that the global market will exceed $1.6 billion by 2022. 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 & eSports Activation will also feature multiple collaborative opportunities available exclusively to exhibitors, with PowerStation working with each partner to provide creative, tailored solutions. Opportunities include booth takeovers, AR-powered gaming mural, AR-powered gaming timeline, photo opportunity area and branded rich media content. 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.