Leading online gaming software company, Microgaming, brings the ICE Totally Gaming exhibition 2017 (ExCeL London) to a close today, building a spectacle around one of their most exciting upcoming slots: Castle Builder II.
Hosting the popular Microgaming Bar for over a decade, this year the company has taken on the mammoth task of building a different themed bar each day, transformed overnight.
The third and final day of the event will see an incredible sand castle built to over 1.5m high in real time, beginning at the start of the day and ending at 3 pm, an hour before the exhibition closes at 4 pm.
ICE attendees will witness the construction of the colossal ornate sandcastle that reflects the design of a key castle within the game, while immersed in a perfectly themed medieval bar; complete with banners, flags, stone walls, oaken barrels and wooden trestle tables.
At hourly intervals starting from 11 am, ICE attendees will be invited to the bar to celebrate the progress of the castle with a histrionic announcement and a final celebration at 3 pm, offering free Ale to those at the bar.
The brand will also be running an ongoing social media* competition throughout the day, giving ICE attendees the chance to win an overnight stay for two at the centuries-old Amberley Castle in the South Downs National Park, by sharing their experience of the sand castle construction.
Anna McChesney, PR Manager at Microgaming, comments, “As ICE draws to a close, what better way to celebrate than by building our very own sand castle, grain by grain, level by level. The original Castle Builder game was very popular, and we expect the second instalment to be bigger and better. Today we are giving our customers a teaser of what’s to come in the achievements-based game, launching later in the year.”
The magnificent sculpture, designed and built by Bradford-based artists, Sand In Your Eye, began its journey to London as bags of sand and was expertly crafted in real time on the final day of the convention.
The build of the Microgaming Stand and Bar (which occupies 620m²), as well as the redressing of the bar each day is being supported by suppliers that include Connect Live, Set Square, Machine Shop and Rosy Thomas Product Design and Art Direction.
The public can follow all the action via Microgaming’s Twitter – @Microgaming, Facebook – facebook.com/MicrogamingOfficial and using the hashtags #MicroCastle and #MicrogamingBar.