G2A.COM, the world’s largest marketplace for digital entertainment, and DeuSens, the Extended Reality and Metaverse studio that celebrates its tenth anniversary during 2024, have embarked on a revolutionary outdoor advertising project with Augmented Reality, expanding the frontiers of interactive digital advertising. An experience implemented in various bus shelters in Madrid to transform the usual waiting experience into a dynamic and immersive interaction for passers-by. It was about opening up the ‘Gate 2 Adventure’ towards digital entertainment to everyone, so this door was brought to the real environment.
This experience is part of G2A.COM’s new communication platform, “Gate Ready,” designed to introduce the “Gate 2 Adventure.” With it, the global Marketplace wants to broadcast to the public that it offers access to a wide range of digital entertainment, both for video game lovers and for anyone else. The result of this innovative project can be seen in this video.
The core of the project lies in the integration of a camera into the bus shelters, which captures the surrounding environment by functioning as a mirror. This reflection of real space serves as a stage for the incorporation of 3D content, meticulously designed by DeuSens to complement G2A.COM’s advertising campaign. Augmented Reality, by merging with the real environment, offers users an unprecedented immersive experience, allowing them to interact with content intuitively and naturally.
This implemented solution proves to be a powerful tool to capture the attention of the target audience in this type of outdoor advertising campaigns. By placing Augmented Reality in public spaces, the project not only increases the reach of the campaign but also significantly improves the user’s engagement with the brand. This advertising strategy not only seeks to inform but also to create a memorable experience that fosters an emotional connection between the user and the brand.
The choice of bus shelters in Madrid as platforms for this initiative is no coincidence. Given the high visibility and foot traffic of these locations, maximum exposure of the interactive content is guaranteed. In addition, this approach allows G2A.COM to stand out in an urban environment saturated with visual stimuli, offering something genuinely novel and attractive.
This G2A.COM advertising campaign not only reflects the potential of Augmented Reality in advertising, but also sets a precedent in how brands can interact with their audience in the public space. The successful implementation of this project in Madrid underscores the importance of adopting new technologies to create advertising experiences that break the mold, opening up new avenues for future interactive outdoor advertising campaigns.
Maja Puchalska, Country Marketing Manager of G2A.COM has declared: “This project fits perfectly into our all-round, multiplatform approach to marketing, which includes making use of many various forms and ways to approach our target group. Our efforts focus not only on drawing in people who are already familiar with the digital world, but also – and perhaps even more so – people who are new, who in the past made use of such forms of entertainment casually. I think this form will be able to reach them and show them that everyone can go through the Gate 2 Adventure in the Digital World .”
G2A.COM invites all audiences, whatever their status, to cross the ‘Gate 2 Adventure’ and access a universe of digital entertainment suitable for everyone. This innovative and disruptive project is only one part of a communication platform that will continue to promote access to the digital universe around the world.
In the words of Álvaro Monzón, CEO and co-founder of DeuSens: “Innovation and creativity are key to capturing the attention and interest of the public in a world saturated with information, enriching the urban space and the interaction with brands. We are convinced that this is just the beginning of what we can achieve in the field of outdoor advertising.”
This project demonstrates, once again, the technological capacity of DeuSens to adapt to any medium and format with the aim of generating the best possible digital experience to connect brands and their audiences. On its tenth anniversary, DeuSens continues to reaffirm its leadership in the development of Hyper-Experiences by working with international companies and brands of the highest quality.
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