Blizzard at Gamescom: Merging AR & Physical Design

Led the design and execution of Blizzard’s annual Gamescom presence, blending large-scale physical graphics with interactive digital experiences. This included all environmental print design and the creation of an AR-powered mobile app to increase engagement and extend Blizzard’s universe beyond the screen. The result was a cohesive fan journey that drove booth traffic, brand visibility, and user-generated content at one of Europe’s largest gaming events.

Context

Gamescom in Cologne attracts over 300,000 attendees annually — a critical moment for Blizzard to connect with fans, launch games, and showcase its universe.

Goals included:

  • Making Blizzard’s booth an immersive, standout experience
  • Extending engagement beyond traditional booths
  • Encouraging fan interaction through digital tools
  • Ensuring visual consistency and production quality across all touchpoints

This project required merging brand experience, physical space, and digital innovation into one cohesive activation.

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The Solution: Blending AR + Physical Design

1. AR-Powered Mobile App

To expand fan interaction, we developed a mobile app with built-in AR features:

  • Guided exploration → Fans followed key locations across the booth
  • AR unlocks → Scanning statues and walls revealed exclusive content
  • Social content → Fans could capture and share experiences, creating organic reach and buzz

This allowed Blizzard’s lore, art, and characters to extend into the real world.

2. Large-Scale Print & Environmental Graphics

My team handled the design and production of all event visuals for multiple years:

  • Massive branded banners that visually anchored Blizzard’s presence
  • Wayfinding and signage to guide attendees through the experience
  • Environmental storytelling through booth visuals tailored to game franchises
  • Full print production prep to ensure color, material, and placement met brand and logistical standards

Every visual element was built to scale, coordinate, and reinforce the Blizzard identity.

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Outcome & Results

  • 20,000+ app downloads during the event
  • Increased time spent at the Blizzard zone
  • High levels of user-generated content via social sharing
  • Strong brand consistency across physical and digital touchpoints
  • Established a new experiential standard for Blizzard’s European events

This project showed how design can bridge physical and digital, creating emotional, memorable fan interactions that go beyond aesthetics — and deliver measurable brand impact.

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Why It Matters

This wasn’t just about banners or tech. It was about orchestrating a unified fan experience that lived across space, screen, and story — and set a bar for future Blizzard events across Europe.

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