Science-Driven Storytelling That Ignites Product Engagement.
The Challenge
To launch its new gaming line of monitors and headsets, Sony needed a rollout that would resonate emotionally with gamers on a global scale. More than showcasing their innovative technology, Sony wanted to demonstrate a deep understanding of gaming culture and connect authentically with gamers. The solution had to be immersive, memorable, and widely accessible, making a lasting impact the INZONE Sony event in San Diego, CA.
Our Approach
In partnership with Reaction Space and The Exit Games, we created a live-streamed escape room event that felt like stepping directly into a real-life multiplayer game. Two teams of leading gaming influencers raced against the clock to rescue their favorite game from a hacker, navigating challenges with Sony’s INZONE monitors and headsets as their lifelines. The experience was designed to merge the high-stakes excitement of multiplayer gaming with the physical and mental thrill of an escape room, engaging not only the players but also a vast online audience.
The Exit Games developed the game concept, Experience Foundry brought in audience insights and story development expertise, and Reaction Space executed the fabrication and on-site setup—making this a collaborative powerhouse.
Given our live-streamed format, we crafted the experience with dual audiences in mind: the players and the viewers. We emphasized the features that gamers value in a great multiplayer experience—intensity, strategy, teamwork—and translated these into an escape room format to create a show worth watching. To measure engagement, we built methodology to incorporate EEG headsets on select participants, capturing live data on emotional response, attention, and excitement levels to refine the experience and validate its impact.
The Results & Impact
The Escape Room experience earned high ratings for its creative approach to product launch, sparking online conversation and amplifying product awareness within the gaming community. This live event showcased Sony’s INZONE line in action, positioning Sony as a true player in the gaming world.