How Allied Transformed Frontier Developments’ Booth Into a Theme Park Extravaganza

This year at Gamescom 2024 in Cologne, Allied’s innovative approach to booth design and brand experience came to life in spectacular fashion for our client Frontier Developments at the launch of their highly-anticipated game, Planet Coaster 2. With visitors flocking in thousands, our booth not only became a centerpiece of the event but also a prime example of how creativity merged with strategic marketing can create an unforgettable brand experience.

A Dive into the Interactive World

The focal point of our booth design was the interactive water park photo experience. It was not just about showcasing a new game; it was about making every attendee feel a part of the vibrant world of Planet Coaster 2. Visitors could step into a mock water park, complete with props and splash effects, making their photo moments not only memorable but immensely shareable. This activation not only pulled a huge crowd but also organically amplified our online presence as attendees shared their experiences on social media.

Merchandise Magic

Understanding the value of tangible takeaways, we provided bespoke merchandise tailored to the Planet Coaster theme. Each attendee received a custom piece of merchandise that not only served as a memento of their unique experience but also extended the game’s branding beyond the confines of the event. These giveaways created buzz on the event floor and offered additional exposure long after the event concluded.

Engage and Play

Central to our strategy was the direct engagement of attendees with the new Planet Coaster 2 game. We set up multiple interactive stations where guests could play the game, assisted by knowledgeable staff who helped highlight features and share tips, thereby enhancing the user experience. Adding to this, the beloved Planet Coaster mascot roamed the booth, engaging guests, enhancing photo opportunities, and bringing the game’s characters to life.

Execution Excellence

At Allied, we understand that the backbone of any successful event lies in flawless execution. For Gamescom 2024, our on-site operations were meticulously planned. From seamless technical setups that ensured uninterrupted gameplay to excellent on-site management that handled the large crowds efficiently, every element was coordinated perfectly. This operational excellence allowed attendees to fully immerse themselves in the gaming experience without any hitches.

Leveraging Local Expertise

Through our local production teams, we harnessed their insights and familiarity with local regulations and logistics. This approach not only streamlined the execution process but also ensured compliance with all local event guidelines, minimizing unexpected challenges. Being on the ground matters when delivering world class events and experiences.

Budget in Focus

Understanding the importance of budget management, our team employed strategic planning to allocate funds effectively, ensuring that every euro spent maximized the impact of the booth. This careful planning resulted in a high return on investment for Frontier Developments, demonstrating that creative excellence and budget efficiency can go hand-in-hand.

Concluding Thoughts

The success of the Planet Coaster 2 booth at Gamescom 2024 is a testament to the importance of creativity, strategic planning, and operational excellence in live events. The interactive features, engaging content, and flawless execution not only created a memorable experience for attendees but also significantly amplified the game’s launch.

For brands looking to make an impact at gaming events or any other conferences, our project with Frontier Developments serves as a blueprint for success. By focusing on immersive experiences, strategic engagement, and meticulous planning, it is possible to not only meet but exceed expectations at such high-profile gatherings.

At Allied, we continue to push the boundaries of what is possible in event marketing, and we look forward to helping more brands turn their vision into reality. Want to learn more about our approach to experiential marketing? Get in touch.