In an industry so valuable and where novelty is everything, no gaming brand can let its reputation for innovation slip. From Diablo to World of Warcraft, Blizzard Entertainment and NetEase have partnered to bring a series of epic games to Chinese players. ChinaJoy, the digital entertainment expo and conference, is the industry’s essential event, but in a world of lurid colour and incessant noise, how do you get noticed?
We created a monochrome booth, with uncompromising black giving it an extreme standout quality. The concept was a teleport into the world of gaming. We gave fans the chance to get their hands on the latest games, and to interact with Blizzard’s latest game-enhancing developments. With a cosplay competition, live interviews with gaming pros and real-time broadcasts with top players, we exploded the cliché of gaming as a solitary experience with a festive atmosphere.