Designing for Total Domination

Activision Blizzard crushed the competition at a major show with an overpowering, 25-meter-square exhibit to introduce seven titles. When the GAMEfest annual retail conference added a three-day consumer gaming event, Activision more than tripled its booth space and asked Skyline to design an exhibit to dominate the hall.

“Skyline gave us exactly what we requested,” says Keith Cox, Trade Marketing Manager for Activision Blizzard, a leading publisher of interactive entertainment software. “The exhibit made Activision look enormous, powerful, unbeatable. With branding on such a grand scale, it was impossible to miss our booth.”

An 8-meter-high banner for Call of Duty: Modern Warfare 3 towered over all else on the show floor, while five hanging or mounted fabric structures gave height and visibility to Activision titles. Attendees played Activision games on over 100 interactive stations and watched an  exclusive preview of Prototype 2 in a theater setting.

Nearly 30,000 video gamers swarmed the exhibition center, and most crowded into the Activision exhibit to test drive advance releases for the first time.

“Our main objective was to let retail managers and gamers sample our products,” Cox says. “Large graphics created strong flavors for each of our brands, and the large number of stations minimized waiting. We keep coming back to Skyline because of the stunning service—creative and cost effective with timely delivery.”