Overview
Bandai Namco
Turning Budget Pressure Into a Standout Gamescom Experience
Bandai Namco was an established ENVY client, having worked with the agency at the previous Gamescom. I took responsibility for developing the relationship and leading the pitch for its 2024 Consumer Booth and Business Centre, with the challenge of delivering greater impact despite a reduced initial budget.
The Objectives
Role: Client Director
Strengthen the Bandai Namco relationship by understanding its overarching ambitions and where the agency could add value and win further business.
Leveraging Gamescom as an opportunity to showcase our value as an experience partner, develop a commercially viable concept that could stand out in one of the world's most prestigious and competitive gaming environments.
The solution needed to elevate the consumer experience, support multiple game titles and provide a professional environment for media, partners and business stakeholders.
Expertise
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Strategic Client Leadership
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Commercial Strategy
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Solution Strategy & Development
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Multidisciplinary Team Leadership
The Approach
Understanding the Ambition
Led briefing sessions and face-to-face consultancy with Bandai Namco to understand its wider ambitions, stakeholder requirements and north star for Gamescom, while maintaining continuity during the absence of the client's previous project lead.
Elevating the Concept
Worked closely with the creative team to translate the brief into a distinctive Consumer Booth and Business Centre. Challenged the initial thinking to elevate the visitor experience through gameplay, entertainment, cosplay, immersive environments and shareable moments.
Building the Business Case
With the original budget reduced, developed the commercial case for greater investment by demonstrating the opportunity, highlighting competitor activity and showing how an elevated concept could strengthen Bandai Namco's presence. This helped secure additional budget while protecting profitability for the agency.
Leading Multidisciplinary Delivery
Led creative, production and delivery teams from pitch through execution, balancing client ambition, international stakeholder requirements, budget and commercial performance to deliver the experience at Gamescom 2024.
The Experience
The Results
40,00+ Attendees
Client Value
The Consumer Booth attracted 40,000-plus attendees in three days and was nominated for Best Booth for the third consecutive year, reinforcing Bandai Namco's position as a leading brand experience within the highly competitive Gamescom environment. The combination of gameplay, immersive environments, entertainment and dedicated business facilities created value for consumers, media and commercial stakeholders alike, driving post-event media attention and demand.
Account Growth
Strengthened the relationship by demonstrating ENVY's ability to combine strategic thinking, creativity and commercial discipline to deliver against Bandai Namco's ambitions.
The work generated interest from the US Bandai Namco Entertainment team, leading to meetings and a subsequent pitch for consideration across 2025 roadshows and international experiential campaigns.