E3 is the world’s premiere showcase for computer and video games, connecting over 60,000 fans and industry with the best, brightest, and most innovative brands in the interactive entertainment industry. It’s an experiential playground, where fans can become truly immersed in their favorite games.
Global gaming publisher 2K Games asked GPJ to help them create and build a one-of-a-kind experience to promote the next installment of their mayhem-fueled shooter-looter game series Borderlands. The space had to reflect the colorful and visually stunning game environment and get fans excited about this long-awaited sequel.
GPJ teams in Germany and North America worked together seamlessly under tight deadlines, utilizing the deep creative and fabrication skillsets needed to design and build a two-story, multifunctional booth. Our teams had the additional challenge of staying true to the Borderlands brand and game in the exhibit’s lower level fan experience, while also creating a white glove/premium insider experience in the upper level hospitality and meeting spaces.
We took full advantage of a prime location at the main entrance of the South Hall at the Los Angeles Convention Center, with larger than life LED screens and wall-to-wall panels of Borderlands art that literally popped with color. It was the singular focus for attendees as they entered the hall.
Six larger than life statues of the game characters greeted attendees and provided photo opportunities as soon as they entered the hall. An additional green screen photo-op allowed characters and other elements of the game to be virtually added to photos of attendees. A special effects make-up artist and faux weapons completed the highly shareable experience.
To prime the audience for the best possible demo experience, a 100-seat, air-conditioned theater was utilized for a speaker presentation and a short video prior to playing the game. The developer team was on hand to showcase the new features of the game, from new character’s capabilities to how to use a new weapon arsenal and general tips and tricks for playing Borderlands 3.
To entertain attendees who were waiting to get their hands on the demo stations, 4 influencer rooms in enclosed glass provided “queue-tainment” of influencers streaming the game, which helped the attendees learn tricks of the game while raising anticipation. Generous Borderlands 3 giveaways were also distributed to people in line.
While there was plenty to engage fans in the main areas of the space, additional detail was placed on the multi-room, VIP upstairs area of the two-story space. One of the most dramatic architectural elements of the entire exhibit was a unique wall of roses (9,999 of them, to be exact!) that greeted visitors on their way up to the second floor.
The appointment-only area upstairs environment provided a high-end hospitality focus with luxury furnishings for meetings, plus décor influenced by Borderlands and other 2K games. Overall, eight meeting rooms were uniquely designed throughout the space. Upstairs, there were catered meals and happy hours daily. Live Master Chef preparation of fresh sushi on site provided by fabled Japanese restauranteur Katsuya further enhanced the dining experience.
In the end, the Borderlands 3 experience was one of the most popular at E3, and the game itself garnered multiple Best of Show nods, including Best of E3 2019 Winner by IGN, Press Start, New Game Network, Tom’s Guide, Game Fanatics, Laptop, YSUH and Cinelinx.