Game developer and publisher Capcom’s Monster Hunter series is a massively popular franchise, promising players a gaming experience of epic adventure, thrilling battles and impressive creatures. The 2018 online title, Monster Hunter World boasts tens of thousands of active players worldwide.
In June 2019 at the Electronic Entertainment Expo (E3), Capcom was preparing for the release of the anticipated expansion, Monster Hunter World: Iceborne, allowing attendees to experience some of the new quests, locations and titular monsters ahead of the title’s September launch. GPJ was tasked to design, produce, manage and execute on Capcom’s vision to captivate the audience.
Together with Capcom, we certainly impressed, designing an immersive world of Iceborne that allowed attendees to imagine themselves in the frigid new lands of the game. Custom graphics draped the demo space walls and in-game forest-like environments were faithfully recreated with rocks, trees and lighting rounding out the atmosphere of the booth.
The centerpiece of Capcom’s booth was jaw-dropping in scale. Standing 40’ wide and 18’ tall, the Elder Dragon ‘Velkhana’ commanded the show floor. A complex and exquisitely fabricated structure, the dragon was visible from virtually everywhere in the hall, drawing mesmerized attendees to the space. With the help of a 180° bullet cam, fans could share their close encounters on social media. Another creature from the series, the cat-like Palico, provided additional shareable moments while fans waited to play the demos.
In addition to the Monster Hunter experience, we managed the broadcast stage, where Capcom unveiled news for their other big-name franchises. The multi-use theater space hosted game developer panels, influencer streaming, tournaments and signings. A livestream of the content extented Capcom’s show presence digitally to channels like Facebook, Twitch, Twitter and YouTube.
Press Love
When you dominate the space, you can expect to dominate the headlines:
- “At E3 2019, the publisher celebrated its success with yet another beautiful Monster Hunter: World-themed booth…the booth is so stunning, it’s no wonder it seconds as one gigantic photo opportunity.” – Digital Trends
- IGN Ranks the Capcom dragon as the coolest statue at the event.
- “It wouldn’t be an E3 without a booth that had a massive dragon in it. This year Capcom took up that role with its booth for Monster Hunter World: Iceborne, the upcoming expansion to Monster Hunter World. That’s a big ice dragon.” – PCMag
- “The Japanese gaming contingent still had a strong showing despite the absence of Sony, and Capcom’s totally badass life-size Velkhana statue leads the charge on their end.” – Geek Culture
In the end, we created an exciting, fun and immersive experience that was authentic to the brand and truly amped the fans’ anticipation of the game.
