SDCC Game Booths: How Top Studios Create IP Experiences

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San Diego Comic-Con (SDCC) may not be a gaming convention by definition, but that hasn’t stopped major game studios from building some of the most memorable, immersive booths in the entire event.

Over the years, these companies have leveraged SDCC’s pop culture audience to stage impressive IP activations — ranging from life-size installations to art showcases and interactive demos.

Here are some of the most iconic and talked-about SDCC game booth experiences in recent years.

Bandai Namco

Storytelling Through Space and Atmosphere

Bandai Namco delivered two contrasting but equally engaging activations built around their strongest IPs.

Code Vein II Motorcycle Photo Zone

Outside Lou & Mickey’s in the Gaslamp District, Bandai Namco parked a full-sized gold motorcycle — a replica from Code Vein II. Fans could pose for photos and share the moment as part of a themed street activation.

Little Nightmares III Speakeasy Bar

Instead of a conventional demo booth, the horror-themed Little Nightmares III experience came alive as a speakeasy-style bar. Guests entered through an unmarked entrance into a surreal, dimly lit world with scavenger hunts, thematic drinks, and eerie decor mirroring the game’s mood.

HoYoverse

At SDCC 2024, HoYoverse operated two booths featuring Honkai: Star Rail, Zenless Zone Zero, and Genshin Impact. Instead of large-scale activations, the company focused on stylized photo zones and small mission cards tied to each game’s setting.

Each space reflected the IP’s look and feel, but the experience leaned more toward visual branding than deep interaction.

Mecha BREAK

A Full-Spectrum Booth That Combined Spectacle and Gameplay

Despite being a new IP, the Mecha Break booth drew consistent attention throughout the event thanks to its bold visuals and layered interactions.

A massive three-sided LED screen dominated the booth’s front, projecting cinematic footage designed with a 3D perspective. From the outside, the display delivered striking depth and motion, giving visitors a sense of immersion before they even stepped in.

Inside, the booth offered a PC demo zone, a motion-based cockpit simulator, and on-site missions that gamified the experience. Visitors could also watch live PvP matches and join animator sketch sessions, making the space active, competitive, and creatively engaging.

Square Enix

At SDCC 2022, Square Enix showcased Final Fantasy and Kingdom Hearts with life-size character figures that instantly grabbed attention. Massive statues of Cloud, Sephiroth, and Sora stood at the center of the booth, drawing crowds for photos.

Blizzard

At SDCC 2022, Blizzard focused on franchise-exclusive merchandise for World of Warcraft, Overwatch, and Diablo. The booth featured collectible pins, apparel, and pre-release figures — all curated for loyal fans and collectors.

Effective Booth Design Drives Engagement

From immersive visuals to layered interactions, these booths show that success comes from how the booth brings the game to life.
A well-crafted booth draws attention, invites participation, and builds emotional connection with fans.At Eidetic Marketing, we specialize in turning game IPs into unforgettable real-world experiences — whether it’s a demo, a photo moment, or a fully themed environment.

🎮 See other game booth portfolio → Anime Expo NIKKE, G-Star EA Sports

The Best Global Experiential Marketing Agencies in America

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In recent years, the experiential marketing industry has seen substantial growth, especially as the world recovers from the impact of COVID-19. The pandemic brought significant challenges to global experiential marketing agencies, with the demand for offline events plummeting. However, as live experiences and exhibitions regain momentum, the market size for events is expanding rapidly, and agencies are once again thriving.

With this resurgence in mind, we’ve conducted a detailed analysis of five leading global experiential marketing agencies. Using our creative framework, we explore what sets each agency apart in this evolving market. Our goal is to provide insight into their unique approaches and what makes them successful in a post-COVID landscape.

How We Analyze

We conducted an in-depth analysis of five global experiential marketing agencies: GPJ, Jack Morton, Czarnowski, Sparks, and Eidetic Marketing. Each agency’s tone and style were assessed using the following methods:

1. Website Investigation – We reviewed their online presence, focusing on messaging.
2. Keyword Gathering – By collecting frequently mentioned words, themes, and specific language habits within each website, we identified distinctive traits that reveal the agency’s unique character.
3. Character Analysis – Here, we examined the brand personality conveyed through these distinctive traits, analyzing the overall impression each agency projects.
4. Jungian Archetype Identification – Finally, we assigned each agency a Jungian archetype to uncover deeper identity cues. Developed by psychologist Carl Jung, archetypes are roles or personalities that people recognize subconsciously. Similar to how we intuitively identify a “hero” or a “comic relief” character in movies or books, archetypes are universally recognizable roles that Jung categorized into 12 types. This step helped us capture the implicit roles and strengths each agency embodies.

GPJ(George P. Johnson)

• History

Founded in 1914, GPJ is one of the pioneers of experiential marketing, originating as a custom flag-making company before expanding into large-scale event marketing. Over the years, GPJ has grown to serve various global industries, including technology, automotive, and finance.

• Main Clients

IBM, Nissan, DP World, Honda

• Analysis

GPJ’s language emphasizes a deep understanding of complex issues, often using terms like “actionable,” which conveys a sense of authority and problem-solving capability. The central theme in much of their content is centered on learning, acquiring deep insights, and seeing beyond the immediate to grasp the bigger picture. This suggests they aim to position themselves as not only skilled executors but also as thought leaders with a level of wisdom that distinguishes them from competitors.

• Habit Words

“Learn” ∙ “Think” ∙ “Understand” ∙ “Deep” ∙ “Experience”

• Jungian Archetype Identification

Sage Archetype – GPJ embodies the Sage archetype, reflecting their reputation for expertise and thought leadership. Their language and positioning imply that they offer not only services but also valuable insights, suggesting that there is much to be learned from their approach.

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Czarnowski

• History 

Founded in 1947, Czarnowski is a well-established exhibit and event marketing agency. Initially rooted in creating impactful trade show exhibits, Czarnowski has expanded to deliver comprehensive experiential marketing services, combining strategy, creativity, and production. They are known for working with some of the world’s most forward-thinking brands, with a strong focus on engineering and precision in their designs​.

• Main Clients

Mercedes-Benz, LG, Toyota

• Analysis

Czarnowski’s communication style is marked by bold, concise statements that project confidence and authority. Their tone often shifts from suggestive to commanding, reinforcing their position as experts in the field. A preference for numbers and exact language demonstrates a commitment to precision, while terms like “excellence” convey an image of sophistication and high standards.

• Habit Words

“Excellence” ∙ “Best” ∙ “Family”

• Jungian Archetype Identification

Ruler Archetype – Czarnowski aligns with the Ruler archetype, suggesting a company that values precision, high standards, and control over its brand reputation. This archetype reflects their commitment to delivering reliable, high-quality service that upholds their longstanding reputation.

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Jack Morton

• History

Founded in 1939, Jack Morton is a global brand experience agency that has been a pioneer in experiential marketing for over 80 years. Headquartered in New York and part of the Interpublic Group, Jack Morton has continually evolved, focusing on creating immersive, impactful brand experiences. It was recently named Adweek’s 2023 Experiential Agency of the Year for its innovative approach to brand activations​.

• Main Clients

Meta, TikTok, Cadillac

• Analysis

Jack Morton’s communication style is high-energy, often emphasizing words like “extraordinary” and using action-driven language that conveys movement and impact. Their tone suggests motivation, discipline, and hard work, effectively mirroring the energy of clients in dynamic sectors such as sports and entertainment.

• Habit Words

“Inspire” ∙ “Impact” ∙ “Drive” ∙ “Deliver”

• Jungian Archetype Identification

Hero Archetype – Jack Morton embodies the Hero archetype, displaying a high-energy approach focused on inspiring and engaging audiences. Their brand persona suggests a company skilled at creating impactful experiences that captivate and energize crowds, making them ideal for clients seeking to make a powerful impression.

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Sparks

• History 

Sparks, founded in 1919 and headquartered in Philadelphia, has a long history in creating immersive brand experiences. Known for its expertise in exhibits and brand activations, Sparks recently joined Freeman in 2023, further strengthening its presence in corporate events and experiential marketing.

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• Main Clients 

Google, Netflix, Salesforce

• Analysis

Sparks’ communication style emphasizes emotional language and vivid descriptions, focusing heavily on creating meaningful connections and memorable experiences. Their tone often prioritizes people-centric language, highlighting the importance of bringing people together for shared experiences. This approach suggests a deeper understanding of human connection that goes beyond simple event execution.

• Habit Words

“Meaningful” ∙ “Beautiful” ∙ “Together”

• Jungian Archetype Identification

Lover Archetype Sparks embodies the Lover archetype, demonstrating high emotional intelligence and a commitment to fostering meaningful experiences. This archetype reflects a brand that values relationships and aims to connect with audiences on a deep, emotional level, making their events resonate personally.

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Eidetic Marketing

• History 

Established in 2011 in California, Eidetic Marketing has become a notable player in the experiential marketing industry. The agency focuses on creativity and innovation, crafting culturally resonant brand experiences. Recently, they showcased their expertise as the master agency for Midea at IFA Berlin, managing a major global exhibition.

• Main Clients 

EA Sports, Samsung, Webzen, Tencent

• Our Analysis

Eidetic Marketing’s messaging centers on enlightenment, showcasing creative solutions that reveal new possibilities and inspire audiences. Their content emphasizes the power of transformation, using language that both captivates and informs. This positions Eidetic as more than just a service provider—they are creators of experiences that encourage people to see beyond the ordinary. By focusing on “enlightening,” they engage clients and audiences alike, turning each project into a moment that leaves a lasting impact and builds strong loyalty.

• Habit Words

“Enlighten” ∙ “Illuminate” ∙ “Discovery”

• Jungian Archetype Identification

Magician Archetype 

Magician brands want to make dreams come to life and create something special and informative. They want to bring the future to the present. The goal of this type is to help people transform their world, improving one’s life and making things exciting.

When it comes to the way customers feel, they tend to be mesmerized by the possibilities and promise that the brand has to offer. The Magician offers a story for customers. This insinuates a fascination, creating a strong following and loyalty from customers that makes them consistently come back for more. They have a sense of urgency to be a part of the “magic”.

Moments that Matter: The Power of Experiential Marketing

As we delved into the tone, style, and unique characteristics of these five leading experiential marketing agencies, a few key insights emerged. Each agency leverages its distinct strengths to forge deep, lasting connections with audiences. These companies remind us that experiential marketing is about more than just an event; it’s about crafting moments that resonate, inspire, and empower.

As the world evolves, brand loyalty increasingly depends on authentic, memorable experiences. Keeping this in mind, these agencies are leading the way forward. They reveal what’s possible when creativity and strategic insight unite. By understanding these archetypes and brand personas, we hope to bring deeper insights into how meaningful connections are made and ultimately inspire our own journey in the experiential space.