The agency was briefed to create an experience inspired by Bloodborne’s dark, gothic setting. The stand featured a medieval cart, Wickerman-esque archways and eerie pop-up coffins.
An actor was employed to play the role of the game’s cover star, roaming the conference looking for potential winners of a 20th anniversary limited edition PS4 console. Lucky gamers were taken to the stand and prompted to unlock a safe containing the console using a unique code.
Eight gaming stations were available for consumers to test-drive the game. Lightblue also developed insta-printers and an insta-vending machine that dispensed Bloodborne merchandise in exchange for a hashtag.
MEFCC took place at the Dubai World Trade Centre and attracted approximately 60,000 visitors over its three days.
More PlayStation activations: Event TV - PlayStation opens retro pop-up shop
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