Gaming convention activation to build pre-launch excitement with gaming community, focused on immersive brand engagement through tattoo experiences.
Tattoo Sanctum aimed to transform early anticipation for Lords of the Fallen II into lasting brand commitment over a year before launch. CI Games needed a bold presence at Gamescom to capture and retain attention on a crowded floor without a traditional demo.
Goals: Generate pre-launch buzz through immersive world-building that placed fans inside the universe, and create permanent emotional connections via tattoos inspired by the game’s lore.
Strategic Objectives: (1) Deliver distinctive engagement beyond standard demos, (2) spark organic social sharing through tattoos and photo moments, (3) position CI Games as an innovative, fan-first publisher, and (4) build a core of advocates to carry momentum through launch.
Desired Outcome: Attendees leave proud to display their mark as proof of belonging, eager to share, and more deeply invested in the game, its characters, and its lore.
Immersive, engaging and disruptive, the Tattoo Sanctum redefined what a Gamescom booth could be by merging dark-fantasy world-building with real tattoo artistry. Fans stepped into a lore-driven sanctum where professional artists offered permanent ink or henna designs inspired by the game’s runes, symbols, and characters. This industry-first approach turned brand engagement into a lifelong mark of fandom. The booth itself became part of the story: glowing runes, UV-enhanced art, and immersive scenic elements echoed the realms of Lords of the Fallen II. An innovative booking system managed demand and maximized throughput, ensuring a seamless guest journey. By blending gaming and tattoo cultures, we delivered an activation that was both theatrical and personal—an unforgettable fusion of art, fandom, and innovation that transformed attendees into living canvases and brand ambassadors.
