2K’s Analogue Experience Brings New Orleans to Life
At a gaming expo like E3, fans can expect game play. As well as long lines. But 2K took an analogue experiential approach, immersing fans in the game with a live set. The brand devoted half of its 120-foot by 100-foot double deck exhibit to the launch of MAFIA III, a game that takes place in 1968 in a fictionalized city called New Bordeaux, LA.
Attendees were transported into a 1960s neon-lit scene straight out of the New Orleans French Quarter in a two-story environment complete with Mardi Gras revelers throwing beads from balconies, tarot card readers, fortune tellers, and a live jazz band. All of the architecture, windows, metal work, street sights, cobblestone floors and surface treatments were based on period photos of New Orleans. A series of staggered store fronts introduced gamers to what they’d expect to see while playing the new game. (Other titles were featured in the booth, too, including NBA 2K17, WWE 2K17 and Civilization VI.)
To top it off, an outdoor food truck served up free alligator tenders and jambalaya in exchange for a 2K promotional tweet.