Coral Cripps
Aug 16, 2023

EA Sports celebrates game launch with immersive ‘clubhouse’

The event, created by Uncommon Creative Studio, revealed the game’s cover star as Manchester City striker Erling Haaland.

EA Sports celebrates game launch with immersive ‘clubhouse’

Uncommon Creative Studio is celebrating the upcoming launch of one of EA Sports’ biggest gaming titles with an immersive “clubhouse” experience.

According to the agency, the event welcomed 500 figures hailing from the football, gaming and culture industries to the clubhouse experience – created to celebrate the highly-anticipated launch of EA Sports FC 24, which is set for a global release this autumn.

The experience was held in Amsterdam and produced in partnership with agency Inca. Attendees were able to access a range of digital experiences within a “former dry dock venue” converted into an immersive space. 

Keeping in theme with the game, the venue was created to resemble a football stadium, featuring traditional elements of a clubhouse–including stadium stand seats and pitch screens.

A five-feet-tall, physical fixture of EA Sports FC’s new logo was installed onto the venue’s ceiling so it hung above guests’ heads, just like the player control indicators inside the game.


Guests were led through a lit tunnel, to the accompaniment of distorted chanting and “pre-match atmospheric sounds” to mimic the walk usually taken by professional players from their dressing room to the football pitch. The experience was augmented by the scent of freshly-cut grass to enhance the scene.


During the event, the game’s cover star was revealed to be Manchester City FC striker Erling Haaland, who was depicted on a large screen in digital form and set to copy viewers’ moves in real-time.
 


A series of gaming pods was also located on a triangular-shaped stage, allowing visitors to try EA Sports FC 24 for the first time and also go up against other players.


EA Sports FC 24 will be released worldwide on 29 September 2023.

 

 

Source:
Campaign UK

Related Articles

Just Published

1 day ago

Agency Report Card 2024: Ogilvy

Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.

1 day ago

Campaign Global Agency of the Year Awards 2024: ...

Ogilvy and UM win global network of the year awards for creative and media respectively, while Special agency in New Zealand earns Asia-Pacific network of the year.

1 day ago

Apple Watch’s heart story strikes a chord in Japan

Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.

1 day ago

2025 Cannes Contenders: RGA creatives weigh in

A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.