What makes an unmissable fan experience?

SEGA X Atlus and 2Heads partnered again for their second year to do just that. Craft an unforgettable fan experience for guests at Anime Expo 2024, eager to meet their latest content, Metaphor: ReFantazio. 

Long awaited, the Metaphor ReFantazio game launches in Autumn, and to build hype, the Sega activation offered fans a chance to demo the game for ten minutes, an extremely popular experience for keen fans visiting Anime Expo 24, looking for those once in a lifetime moments. 

Anime Expo, held annually in Los Angeles, is a vibrant celebration of Japanese pop culture, drawing in tens of thousands of enthusiasts from around the globe. The event is a hub for anime, manga, gaming, and cosplay, making it the ideal platform for SEGA x Atlus to showcase their brand and latest offerings. 

2Heads wanted to captivate fans with exclusive merchandise and an immersion into the ReFantazio title. The game explores the themes of ideal and reality and takes place in a medieval fantasy world that is the “mirror” of the contemporary real world, and we wanted to bring those fantastical elements to life within the Los Angeles Convention Center.

The Brief

SEGA approached us with a clear and ambitious objective for Anime Expo: to captivate their fans with an unforgettable experience that would drive merchandise sales and generate excitement for the upcoming launch of Metaphor: ReFantazio.

The Solution

To bring SEGA’s vision to life at Anime Expo, 2Heads crafted a captivating and immersive experience centered around a key element from Metaphor: ReFantazio. We took inspiration from the gameplay itself and crafted something not yet seen before at a Sega event. 

We replicated, detail for detail, the main craft of the game – the Gauntlet Runner- and brought it to life. Standing at 25 feet tall, the replica of the Gauntlet created an eye-catching and interactive centerpiece for SEGA’s experience. This unmissable structure not only drew fans into the space but also provided a thematic setting where fans could demo the highly anticipated game.

Inside the Gauntlet, fans were transported into the world of Metaphor: ReFantazio, allowing them to experience the game in a unique and engaging environment with over 800 demos played. The immersive setup ensured that the demo was not just a casual playthrough but an event in itself, amplifying excitement and leaving a lasting impression on the fans. Additionally, the visually striking inflatable served as a perfect backdrop for photos, further enhancing fan engagement and social media buzz.

Aside from the gaming element, we incorporated dedicated photo op areas featuring guest cosplay artists dressed as the Qadistu from SEGA’s game Vengeance. These talented cosplayers added an authentic and dynamic element to the experience, delighting over 2,000 fans and providing them with the opportunity to capture memorable moments with their favorite characters and share to their social media to have a chance at winning an exclusive prize.

Adjacent to the Gauntlet, we designed a merchandise area where fans could purchase exclusive SEGA items. With 5,000 items sold, this section featured a variety of products, from t-shirts, pins to mugs and other collectibles, allowing fans to take home a piece of the SEGA experience. The merchandise area was strategically placed to capitalize on the excitement generated by the demo and photo ops, ensuring a seamless flow from engagement to purchase.

Conclusion

SEGA x Atlus was a popular destination among fans. The life-sized inflatable Gauntlet, immersive game experience, and vibrant photo ops with guest cosplayers created an engaging environment that resonated deeply with fans. By blending interactive elements, fan-focused activities, and exclusive offerings, the experience not only met but exceeded SEGA’s goals. The buzz generated at Anime Expo has laid a strong foundation of excitement and anticipation for the upcoming release of Metaphor: ReFantazio, solidifying SEGA’s presence in the hearts of their most passionate fans.