Online gaming software giant, Microgaming, today kicked off a three-day stint at the ICE Totally Gaming exhibition (ExCeL London) with a ‘ground-breaking, earth-shattering, breath-taking’ experiential inspired by their upcoming Jurassic World online slot.
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.
Incredible experientials will take place daily, starting with the most ferocious of all; a 5m x 5m installation replica of the shark-eating Mosasaurus, a genetically modified marine reptile featured in the 2015 blockbuster Jurassic World movie.
ICE attendees will be immersed into Jurassic World, with dinosaur eggs, mosquitoes preserved in amber and of course the monster sculpture as it seemingly bursts out of water in the centre of the Microgaming Bar. A guide will also be on hand to offer information about the beast and advice on the best way to capture a memorable snap.
At two hourly intervals, starting at 11 am and finishing at 5 pm, the giant Mosasaurus will be brought to life via an incredible audio-visual experience, announcing feeding time to exhibitors, whereby those at the bar will be treated to a perfectly themed giveaway.
The brand will also be running an ongoing social media* competition throughout the day, giving ICE attendees the chance to win their very own dinosaur adventure, with two tickets to Dino Snores for Grown-ups at the Natural History Museum in London, by sharing their experience with Mosasaurus.
Anna McChesney, PR Manager at Microgaming, comments, “ICE is the biggest online gaming trade show in the calendar, so we’re pulling out all the stops with three amazing activations this year. Jurassic World is a blockbuster; the fourth highest-grossing film of all time, and today we’re giving our customers a teaser of what’s to come in our branded game, launching later in the year.”
The dinosaur sculpture, built by Wild Creations, was transported to London ahead of time and installed by an expert team. 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 Event Live, Set Square, Machine Shop and Rosy Thomas Product Design and Art Direction.
Microgaming has licensed Jurassic World via Universal Brand Development, and are busy developing the online slot which is set to launch in the summer.