NCSOFT at G-STAR 2025: Redefining the Game Show Experience

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The Main Sponsor That Defined G-STAR 2025

NCSOFT served as the Diamond Sponsor of G-STAR 2025, presenting the event’s largest booth with an impressive 300 booth installation. (2,700㎡)
The company unveiled five new titles — AION2, Cinder City, Horizon Steel Frontiers, Limit Zero Breakers, and Time Takers.
This year’s booth went beyond a simple showcase. It embodied NCSOFT’s creative vision and its ambition to redefine what a game exhibition could feel like.

🎮 Watch the Booth Highlights: NC Booth at G-STAR 2025

Booth Concept: “Next Scene”

The overarching theme of NCSOFT’s booth was CINEMA, a nod to the company’s long-standing philosophy of “Next Scene”
The concept reflects NCSOFT’s belief that games can evoke emotions beyond those experienced in film — where storytelling, technology, and artistry converge.

At the heart of the booth stood the NC CINEMA, an enormous dome-shaped LED theater that became the symbol of the entire event.
This was not a conventional display. The panoramic dome wrapped from floor to ceiling, filling every inch of the interior with synchronized LED visuals.
As the lights dimmed and the screens illuminated, visitors found themselves surrounded by cinematic motion and sound — as if stepping directly into a living game world.

The experience went far beyond passive viewing. Each screening was designed to envelop visitors in NC’s creative universe, turning spectators into participants in the story.
Throughout the four-day show, the dome continuously drew massive crowds, its glow visible across the exhibition hall.

🎥 Watch the NC CINEMA Experience

Outdoor Presence

Before visitors even entered the exhibition hall, NC’s presence could be felt across Busan.
From Busan Station to BEXCO, large-scale OOH installations carried the cinematic theme outward, transforming the path itself into part of the experience.
Each display featured elements from AION2, giving travelers the sense of journeying into another world before they even stepped inside.

NC Demo Zone at G-STAR

Two main titles anchored NCSOFT’s demo experience — AION2 and Cinder City.
Each space was designed not just for gameplay, but to extend the worldbuilding of the games into physical form.

The AION2 zone reimagined the eternal conflict between the Elyos and the Asmodians — light and shadow, heaven and abyss.
Divided by soaring angelic statues and banners representing opposing factions, the space symbolized the boundary between two realms.
Soft lighting and monumental wings created a sacred atmosphere that made players feel as if they were stepping into the heart of Atreia itself.

Meanwhile, the Cinder City zone transported visitors to a dystopian version of Seoul.
The set was built with weathered barricades, industrial signage, and fractured asphalt — a detailed recreation of an urban ruin.
Neon lights flickered against metallic surfaces, capturing the tension of a city on the brink of collapse.
Players experienced tactical missions surrounded by debris and firelight, embodying the essence of survival within a fallen metropolis.

Cosplay & Events

The booth remained active throughout the event with performances and interactive activities.
Professional cosplayers brought AION2 and Cinder City characters to life, attracting continuous lines for photos.
Visitors joined stamp missions and on-site lucky draws, earning exclusive items such as keyrings, umbrellas, and tumblers designed around NC’s game IPs.

G-STAR Experience

Anyone who visited G-STAR 2025 would agree — NCSOFT was the unmistakable centerpiece of the show.
Its booth wasn’t just the largest; it was the one that defined how a game exhibition can feel.

Every part of the experience — from the cinematic dome to the demo zones — was designed to draw players into the story, not simply show it.
The NC CINEMA dome proved that physical space, digital art, and emotion can merge into one seamless experience.
It was a reminder that at the heart of every great game lies not only technology, but how it makes players feel.

Through this year’s showcase, NCSOFT demonstrated what true user experience in gaming looks like —
a world where every detail, from light to sound, exists to deepen immersion and connection.

Game Exhibition Portfolio

NIKKE at AGF Korea 2024
NIKKE at Anime Expo 2024

The Most Famous LED Sphere Locations Around the World

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From Las Vegas to Riyadh, immersive LED spheres are changing how we experience media, architecture, and branded storytelling. While the Las Vegas Sphere leads global attention, other striking installations show how this technology transforms public spaces, retail, and events. This guide highlights 8 real-life sphere structures—not just curved screens, but true 3D architecture built to impress.

1. Sphere at The Venetian, Las Vegas

• Location: Las Vegas, USA
• Operator: Sphere Entertainment Co. (formerly MSG Entertainment)
• Primary Use: Immersive concerts, branded experiences, and cinematic content

Sphere at The Venetian in Las Vegas opened in 2023 and quickly became the world’s largest LED sphere entertainment venue. Its exterior features over 1.2 million LED pucks—each displaying up to 256 million colors—creating a 360° visual canvas visible across the Las Vegas Strip.
Inside, the venue houses a massive 16K wraparound LED screen and seating for more than 18,600 guests. In addition, it uses HOLOPLOT 3D audio and haptic seating to deliver a fully immersive audience experience.

Notable events include U2’s opening concertseries, Darren Aronofsky’s Postcard from Earth, and large-scale brand showcases from Apple, Marvel, NBA, and Disney+.

2. The Globe at Resorts World Las Vegas

• Location: Las Vegas, USA
• Operator: Resorts World Las Vegas
• Primary Use: LED art, visual attraction, and reflective sculpture

Installed at The District at Resorts World Las Vegas, this LED sphere doubles as a mirrored sculpture and display. Triangular LED modules and reflective surfaces create dynamic visuals that change with surrounding lights and architecture.

Though smaller than the Venetian Sphere, it draws steady foot traffic and social media attention. Resorts World uses The Globe for seasonal animations, art loops, and subtle branding content.

3. Sonic Sphere KA11

• Location: The McCourt in NYC, USA
• Operator: Sonic Sphere Collective in collaboration with The Shed
• Primary Use: 3D spatial sound experiences and audio-focused art

The Sonic Sphere is a multisensory spherical concert hall concept first launched in 2021, inspired by Karlheinz Stockhausen’s 1970 Kugelauditorium. The installation blends 3D light and spatial audio to create an immersive environment, with lounge-style seating and suspended nets for audiences to recline above the floor.

The 11th iteration of the project, known as KA11, debuted in June 2023 at The Shed’s McCourt space in New York City. Measuring 65 feet in diameter, the dome was suspended within the 115-foot-tall venue and equipped with 124 loudspeakers surrounding up to 250 people with sound from all directions.

The New York program featured a range of performances and curated listening sessions, including Steve Reich’s Music for 18 Musicians, spatial sound remixes of The xx’s debut album, DJ sets by Yaeji and Carl Craig, and pianist Igor Levit performing Morton Feldman’s Palais de Mari with visuals by Rirkrit Tiravanija.

4. Al Wasl Dome – Expo City Dubai

• Location: Expo City, Dubai, UAE
• Operator: Expo City Dubai
• Primary Use: Projection mapping

Completed in 2021 as the centerpiece of Expo 2020 Dubai, Al Wasl Dome is a 130-meter-diameter transparent dome wrapped with 360-degree projection surfaces. While it doesn’t use traditional LED tiles, the structure transforms into a spherical canvas via 360° mapped projections visible from both inside and outside.

Al Wasl Dome has hosted major opening ceremonies, drone shows, and national day celebrations. It became iconic during the Expo’s run, with countries using it to showcase interactive cultural content, branded visual stories, and immersive light art. The dome’s integration with music and live performance solidified its role as a programmable, multimedia stage at architectural scale.

5. Riyadh Sela LED Sphere

• Location: Sela Sport Stadium, Riyadh, Saudi Arabia
• Operator: Sela Company
• Primary Use: Architectural Media Landmark, immersive theater

Unveiled in late 2022, the Riyadh Sela Sphere holds the Guinness World Record as the world’s largest LED sphere, measuring 35 meters in diameter. From the outside, its wraparound LED surface delivers 360-degree visual spectacles visible across the entertainment district. Inside, the structure houses an immersive theater with a giant projection dome, surrounding audiences in high-definition imagery and spatial sound.

6. Mall of Asia Globe (MoA Globe)

• Location: SM Mall of Asia, Manila, Philippines
• Operator: SM Supermalls
• Primary Use: Architectural Media Landmark, event announcements and national campaigns

Initially built in the mid-2000s as a symbolic globe structure, the MOA Globe was upgraded with full LED paneling in recent years. While it retains its metal frame, the surface now supports 360-degree LED video playback, allowing for real-time brand messaging, national flag displays, and interactive content.

The MOA Globe has hosted high-profile activations for global brands, including FIFA and Samsung.

7. Metro City LED Sphere (Shanghai, China)

• Location: Metro City Shopping Mall, Shanghai, China
• Operator: Metro City Mall
• Primary Use: Architectural Media Landmark and Interactive Public Display commercial visuals

Renovated in 2022, the Crystal Ball was upgraded with over 3,800 transparent LED panels, becoming the world’s first naked-eye 3D dome display. Its transparent design keeps the mall’s architecture visible during the day, while at night it delivers hologram-like visuals that light up the Shanghai skyline.

Operating around the clock, the sphere blends architecture and digital storytelling—showcasing floating 3D animations, fireworks, and branded content. It’s a striking example of how physical space and immersive media can coexist in a public retail environment.

How Brands Are Using Pop-up LED Spheres

Midea LED Sphere Booth

Midea has incorporated large-scale LED spheres into its global marketing strategy, using them as eye-catching centerpieces for brand activations and exhibitions. These spheres deliver immersive 360° visuals, integrating seamlessly with booth architecture or event spaces to capture attention and reinforce the brand’s message. One notable example includes Midea’s use of LED sphere design in its sponsorship of Africa’s biggest soccer tournament, showcasing how the format can be adapted beyond trade shows to high-profile marketing campaigns.

View our Midea project portfolio

LED Sphere Installations for Events

For brands and event organizers, an LED sphere installation can attract significant foot traffic, deliver memorable brand storytelling, and generate shareable moments for social media. Whether for trade shows, corporate events, or public exhibitions, we design and deliver custom LED sphere displays that align with your venue, content strategy, and audience goals.

Our expertise lies in designing LED sphere experiences that combine visual impact and immersive sound to engage attendees from every angle. We focus on creating memorable moments that reflect your brand’s identity, leaving a lasting impression long after the event.