Monopoly, one of many world’s most well-known board video games, is being delivered to life at Brand Licensing Europe (BLE) in London this October. BLE has unveiled its first location-based expertise (LBE) themed keynote session for the present, which takes place Oct. 4-6 at ExCeL in London.
Hasbro and The Path Entertainment Group will current “Passing GO: Bringing the World’s #1 Board Recreation to Life” on Oct. 4. Matt Proulx, Hasbro’s Vice President of LBE, and David Hutchinson, CEO of The Path Leisure Group, can be discussing the massively in style Monopoly Lifesized expertise: an immersive, 4-D bodily model of the household sport model performed on a 15m-by-15m Monopoly board. Monopoly Lifesized opened within the coronary heart of London in Aug. 2021 and has since welcomed over 150,000 guests. Proulx and Hutchinson will discover the artistic pursuit and problem-solving that was required to show Monopoly Lifesized into probably the most talked-about activations on the expertise market.
“The LBE business is booming in London, and I’m thrilled BLE has centered on this rising business for this yr’s content material program,” says Hutchinson. “I’m actually excited to have the ability to share our journey with one of many world’s most iconic board video games, alongside our associate Matt Proulx at Hasbro and discover the journey of making a brand new LBE idea.”
“We had been in a position to translate the world’s favourite household sport model into an award-winning, multi-location LBE expertise — Monopoly Lifesized — by staying true to the long-lasting gameplay that draws a couple of billion gamers worldwide whereas optimizing the weather that might work greatest in a dwell format,” says Matt Proulx. “Shut collaboration and strategic planning had been paramount to our success, so we hope to share learnings and perception into our artistic course of to assist encourage our friends and companions as we transfer the business ahead collectively.”
The BLE 2023 group has additionally launched a primary take a look at the occasions all through the present’s three days, together with its academic program and first social dates for guests’ calendars. Go to brandlicensing.eu for the total schedule.